Subscription to the newsletter

What is a newsletter subscription?
Why is a newsletter subscription necessary?
Subscription scenarios
Steps for subscribing to a newsletter
How to create a subscription form?

What is a newsletter subscription?

A newsletter subscription is an agreement between the user and the company that allows the user to receive various informational and marketing messages, including emails. This is an important process in which the user expresses their desire to stay informed about news, promotions, and offers.

The School of Creative Thinking "Ikra" offers its users the opportunity to subscribe to the newsletter, allowing them to receive fresh information about courses and events.

Why is a newsletter subscription necessary?

A newsletter subscription is necessary to obtain the user's consent for the processing of their contact details, which is a legal requirement. Requesting consent is a mandatory step, as sending messages without consent can be classified as spam.

In most countries, strict laws are in place against distributing advertising without prior consent. For example, in Russia, illegal mailing can result in fines of up to 500,000 rubles, according to the Federal Law "On Advertising." Additionally, using an email address without consent violates the personal data protection law, which can lead to fines of up to 75,000 rubles.

Moreover, email marketing services and mail providers actively block spam mailings. If a company attempts to use "purchased" or collected email addresses from public sources, its domain may be blocked. Therefore, legal newsletter subscriptions are the foundation for a successful email campaign.

Subscription scenarios

There are two main subscription scenarios:

Double opt-in — subscription with double confirmation. In this case, the user first enters their email address in the subscription form and then confirms it through a link in the received email. This method ensures high accuracy of addresses and guarantees that the user truly agrees to receive messages.
Single opt-in — subscription without double confirmation. Here, the email is immediately added to the list as soon as the user fills out the form. This can lead to the accumulation of incorrect addresses, including spam traps and bots.

For long-term communication and maintaining the quality of the subscriber base, it is preferable to use double opt-in, although the conversion rate may be lower due to the more complex subscription process. Nevertheless, such subscribers are generally more interested in the content they receive and are less likely to mark emails as spam.

Steps for subscribing to a newsletter

The most common way to subscribe occurs through a form on the website. However, there are other methods of collecting contact details, such as using messengers, chatbots, or social networks.

Subscribing to a newsletter involves several steps:

Attracting attention: Companies should explain the benefits the user will receive from subscribing.
Filling in fields: The main field is the email address, and additional data may also be requested.
Consent for personal data processing: A checkbox is usually used to obtain consent.
Subscription confirmation: When using double opt-in, it is necessary to confirm the address through an email.

At the subscription confirmation stage, the user receives an email with a link, which they can click to confirm their consent.

How to create a subscription form?

Creating a subscription form can be done in several ways:

In visual editors: For example, Eclipse or Visual Studio Code, which requires basic knowledge of HTML and CSS.
In site and form builders: Systems like Tilda or FormDesigner allow you to easily create a form without special skills.
In email marketing services: Many platforms provide built-in form builders for creating and customizing subscription forms.