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Single or Double Opt--In?
By: Are You In The Right Online Business?
You heard the message before. Your e-mail list is the most
important key to your future online success. The best list
is a highly targeted and responsive opt--in list. At present,
the single opt--in method is the preferred approach to building
a list. However, Internet promoting considerations suggest
the list owner should use the double opt--in or confirmation
method to build a list. What is the right method for you?
Opt--In Process
-----------------
The opt--in process means that an individual has requested to
be on your mailing list before you a^dd them. At the same time,
the individual must be given the ability to opt--out (unsubscribe)
from your mailing list at any time.
In the single opt--in method, an individual registers to join
your e-mail list by submitting their name and e-mail a^ddress.
As a result, the individual is giving you their permission to
send them e-mail messages that promote specific products and
services or discuss specific topics.
In the double opt--in or confirmation method, an individual
registers to join your e-mail list in the same manner as the
single opt--in method. In response, the individual receives
an e-mail from you to confirm their e-mail a^ddress. Upon
receipt of the confirmation e-mail, you a^dd the individual
to your mailing list. If the confirmation e-mail reply is not
received, do not a^dd the individual to your list. However,
you may want to follow-up with the non-confirming individuals
and give them another chance to confirm.
Autoresponder
------------------
Your autoresponder should have the capability to implement the
double opt--in method. If not, you can setup one very easily.
Set up two separate campaigns in your autoresponder (let’s call
them "A" and "B"). Campaign "A" receives the initial single
opt--in request from your visitor. In turn, the message from
campaign "A" contains a link the subscriber clicks to send a
confirmation e-mail to campaign "B." The "blank" e-mail sent
to campaign "B" is from the subscriber’s "default" e-mail system
containing their confirming name and e-mail a^ddress.
Subscriber Relationship
----------------------------
To be successful in e-mail promotions, you must build a personal
one-on-one relationship with your prospects or clients. The
success in your online mark^eting hinges on maintaining and
building this personal relationship. As the list owner, you
need to establish the initial relationship by:
* Obtaining permission from your subscribers to send them
promotional messages and other types of useful information
* Practicing respect for the privacy of your subscribers.
Implicit Opt--In
--------------------
An implicit opt--in situation may exist as the result of
permission that is not granted but is derived from another
relationship. An example would be when an individual has
previously purchased from you. In this situation, you may be
able to send limited but unsolicited e-mails to that individual
under this pre-existing relationship. However, this level of
implied permission must never be exceeded without the expressed
consent of the individual.
Considerations
------------------
As a list owner, you work hard to drive traffic to your web
site and get subscribers to join your list. Individuals respond
and decide to join your list. They submit their name and e-mail
a^ddress. Great! All that hard work of publishing a newsletter,
writing ezine articles and promoting is finally paying off. You
have genuine subscribers. Or do you?
As it turns out, some of these new subscribers did not sign-up
on your mailing list, do not want to receive your mark^eting
messages or forgot they signed up. You run the risk of getting
sp^am complaints when you send e-mail messages to this group of
individuals. This can be a serious problem to your online
business. Open your e-mail and look at the flood of unwanted
messages. Scan and listen to the media reports. Sp^am is a
continuing problem.
MessageLabs, a provider of e-mail security services, monitors
e-mail messages on a worldwide basis. Out of 157 million
e-mails tracked in July 2003, they reported that 80 million
e-mails were sp^am. That’s a 51 percent sp^am rate. In
December 2003, MessageLabs reported a 77 percent increase in
year-to-year sp^am volume. These numbers are incredible.
It is very important that you get your e-mail messages into the
hands of individuals that want to receive your messages. As a
result, the normal single opt--in may no longer be sufficient.
Consider the double opt--in method as an alternate approach.
Look at the pros and cons of each approach to find out what is
right for you.
Single Opt--In Discussion
--------------------------------
An argument in favor of single opt--in states it is simpler to
subscribe to a single opt--in list than the double opt--in list.
Even though the single opt--in method has more un-subscribes,
the net number of subscribers is generally higher than with the
double opt--in method.
An argument against the single opt--in method states that new
subscribers may be:
* Tire kickers only looking for the fr^ee bonus,
* Not really interested in your mark^eting efforts,
* Can not remember signing-up,
* Did not sign-up due to someone else signing them up or
* There was a typographical mistake in the sign-up process.
How many of the single opt--in subscribers fall into this
"problem" category? Depending on the reporting source it
ranges from 0 to 30 percent. Malice or typo mistakes can be
mitigated in the confirmation process if the recipient does
not confirm. As a result, you will probably lose these people
in short order through the unsubscribe process. However, the
most serious consequence is the sp^am complaint. This can
cause you significant grief and wasted time defending yourself
against the ISP that wants to shut you down.
Double Opt--In Discussion
---------------------------------
Depending on your situation, you may need or want to start using
the double opt--in method. This does not mean you trash all
your current single opt--in subscribers and ask them to double
opt--in. You should be able to continue your e-mail mark^eting
to these individuals if you have a healthy business relationship
with them. Consider the double opt--in method if you are in the
early stages of building your list or want to increase your
existing list.
The double opt--in method may be your best solution to the
problem of single opt--in subscribers that don’t want to be on
your mailing list. The confirmation process is your protection
against individuals claiming you are sending them unsolicited
e-mail. The double opt--in method establishes that:
* The e-mail a^ddress is good.
* The responder is the owner of the e-mail a^ddress.
* The responder wants to join your mailing list.
Some significant reasons to use double opt--in include:
* To attract interested and responsive subscribers in your
targeted niche.
* Improve the chances your subscribers will see your message.
* A^dvertisers will place a higher value on your receptive
subscriber list.
* Ability to more effectively market your products and services
to your list.
* Documented proof that subscribers requested to be on your
mailing list.
* Reduce the probability your ISP will shut you down due to
a sp^am complaint.
An argument against double opt--in is that the number of
individuals completing the confirmation stage is lower than
those signing-up in the initial subscription stage. This is
usually due to:
* Faulty typing by the subscriber.
* Malice by the subscriber.
* Problem with input processing at the point of sign-up.
* Wrong or incomplete information at sign-up becomes a
surprise during confirmation.
* The request for confirmation looks like a legal document.
As a result, it should be expected that the recipient will
not complete the confirmation phase. The list operator should
make the confirmation request as short and simple as possible.
CAN-SPAM Act of 2003
-------------------------------
The CAN-SPAM (‘Controlling the Assault of Non-Solicited
Pornography and Marketing’) Act of 2003 took effect January 1,
2004.
I am not a lawyer. Consult your lawyer to learn about this
new law. You can view the law text at website ‘thomas.loc.gov”
(search: S.877.ENR).
Among other requirements, the Act requires that every commercial
e-mail message must:
* Provide a clear and conspicuous notice that it is an
advertisement or solicitation (not required if the
recipient had previously given affirmative consent to
receive the commercial e-mail message).
* Provide recipients with the ability to “decline to receive
additional commercial e-mail from the same source” (i.e.,
opt--out).
* Provide the sender’s valid physical postal address.
Conclusion
--------------
Before I reviewed the CAN-SPAM Act, I concluded there is no easy
solution to the opt--in issue. As the marketer, you should weigh
the pros and cons of each opt--in method, perform tests on each
method and then select the method that is right for your business.
However, the new law lets me restate this conclusion. If not
followed, the provisions contained in the new law could seriously
hurt you as an Internet business owner. You could be exposing
yourself to unnecessary liability risks if you use or continue to
use the single opt--in method to conduct your business.
In conclusion, use the double opt--in (confirmation) method and
adhere to all the provisions in the new CAN-SPAM law.
About the author:
Copyright © 2003 F. Terrence Markle - All Rights Reserved FR*EE 8-Day *Internet Business Mini-Course* www.QuikSystems.com/BMC/FreeBizCourse.htm
Terry@QuikSystems.com
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