Every email service provider (Mailchimp, Aweber, iContact, Send In Blue, Constant Contact, Send Fox, etc.) allows you to require each new email subscriber to confirm their subscription via an “opt-in” email.
We’ve all seen these whenever subscribing to an email. You simply go into your inbox and confirm that you subscribed.
Even to me, it seems counterintuitive to require new newsletter subscribers to confirm their subscription. As a marketer, I want to reduce as many friction points as possible. I’m guessing that double opt-ins reduce email subscribers by at least half.
But the concern of email health and deliverability also deserves consideration.
Here’s the simple logic behind double opt-ins: if someone doubly confirms that they want to be a subscriber, they’ve demonstrated high intent.
As your email list grows, a double opt-in provides confidence that your email list includes subscribers who have revealed that they really want your content.
Here’s the breakdown of why you want to engage the double opt-in:
As each of these metrics improves, so, too, does your email deliverability.
With a double opt-in, your list won’t be filled with people (or bots) who may potentially harm your email marketing initiatives in the future. And this is crucial, because email lists are among your greatest assets.
Kudos to the team at Demand Curve for these insights. If you want to learn more, check out their advanced email marketing masterclass here.
A healthy email list has a high percentage of engaged recipients. They open your emails and click on the links you provide. And sometimes they give you money.
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