Content
- What is Double Opt-In?
- Advantages of Two-Step Subscription
- Comparison of Single Opt-In and Double Opt-In
- How to Set Up Double Opt-In on Your Resource
What is Double Opt-In?
Double Opt-In is a subscription method where the user must confirm their email address by clicking on a link in the received email. This system helps to clean the database of inactive or erroneous addresses and reduces the likelihood of newsletters ending up in the "Spam" folder. After a user leaves their email on the site, an automatic thank-you email is sent with instructions and a request to confirm the subscription. Only after confirmation do the user's contact details become active, and they start receiving newsletters.
Advantages of Two-Step Subscription
Initially, there was the Single Opt-In method, which allowed users to simply provide their email address without further confirmation. However, this approach has serious drawbacks, including a large number of errors in addresses and the creation of fake email accounts. This leads to the following problems:
- Increased costs for mailing, as companies pay for emails that will not be delivered.
- Decline in sender reputation due to low-quality databases, which can lead to emails being blocked as "Spam".
Double Opt-In solves these problems by requiring new subscribers to take an additional step—confirmation via a link in the email. This allows the database to be formed only from interested users, which in turn reduces the number of complaints about newsletters. The fewer dissatisfied subscribers, the lower the risk of blocks from email systems.
Comparison of Single Opt-In and Double Opt-In
| Criteria | Single Opt-In | Double Opt-In |
|---|---|---|
| Database Activity | Low database activity. | Subscribers are genuinely interested in the newsletter. |
| Spam Incidence | Reputation may deteriorate due to non-working addresses. | Confirmation prevents sending to non-existent addresses. |
| Database Growth | Database grows quickly but includes fake addresses. | Database is formed only from confirmed addresses. |
| User Convenience | No need to confirm registration. | Additional step may complicate the process. |
| Email System Response | Criticism of the database may arise. | Confirmation will be an argument in your favor. |
Despite some entrepreneurs' preferences for using Single Opt-In for rapid database growth, it is important to remember that a large number of invalid addresses can lead to potential reputation issues. Errors in addresses can result in being blacklisted, and regaining your reputation can be extremely difficult.
How to Set Up Double Opt-In on Your Resource
Email services like Unisender make it easy to implement Double Opt-In. To avoid losing subscribers, consider the following points:
- Registration Window: Ensure the user is aware of the need to confirm their address after registration. After submitting the form, redirect them to a notification page.
- Confirmation Email: It is important that the email contains a link to confirm the subscription. Make sure the message is not overloaded with unnecessary elements so that the subscriber's attention is focused on the link.
- Activation Bonus: To increase the chances of confirmation, offer the user a bonus, such as a discount code or special offer.
- Message After Activation: After successful confirmation, the user should see a message indicating that the subscription is activated.
By following these recommendations, you can effectively set up the Double Opt-In process and build an active and interested subscriber base.