eCommerce stores have already come to the wise conclusion that email marketing is a must for their marketing success, but how do you ensure that your email recipients are quality leads? The answer lies in the double opt-in approach.
A double opt-in is a super important tool for any eCommerce site for a number of reasons. In this article we are going to discuss what double opt-in means for you and your business.
A single opt-in is when a user is added to an email list automatically and doesn’t have the option to confirm their subscription.
A double opt-in involves a second step. It’s when a user has signed up to the email list and then they recieve a follow up email with a link to confirm their subscription. The main question remains:
What’s better, a single or double opt-in?
On the one hand you might think that a single opt-in is an easier option. It’s quick and simple. Customers insert in their email address and they are immediately added to your list. Simple. With the double opt-in you may fear losing their consent. Customers may not get the confirmation email, or might never open it. Then what? You’ve lost your new subscriber
The obvious advantage of the single opt-in is increased list size.
However, there is a reason why the double opt-in is the eCommerce industry standard.
Advantages of the double opt-in:
- Quality leads – Leads that confirms their subscriptions are more interested in your brand. They are significantly more engaged than someone who just put in their email to hope for a discount code without any desire for your brand.
- Lower spam rating – There is less chance that a recipient will forget that they signed up for your emails and will mark your emails as spam
- Better marketing – Opt-in emails give you get the chance to introduce yourself to your new subscribers and send a list of your top posts or resources on your site.
There are increasing regulations of how people subscribe to email lists (including the General Data Protection Regulation or GDPR in the EU). These regulations provide guidelines to help reduce Spam and protect email recipients. Complying with these rules by using a double opt-in will help increase your email ratings.
Use double opt-in the right way
So how do you make sure that your users respond to the double opt-in in the right way and actually get onto your list? Here are a few simple steps that will help you.
Step 1 – Let users know you are sending a second email
The first step is letting users know that you will send them a second email. When a user puts in their email on your website and clicks subscribe lead them to a page on your site that reminds them to confirm.
You can say something like this:
You’re almost done! Please check your inbox for a confirmation message. When it arrives please follow the instructions and click the link to confirm your subscription. I will also be sending you some free resources and some of my most popular tools…”
Here is an example of one from Jeff Bullas’s site (he is one of the top marketing experts and influencers in the world).
Source: Jeff Bullas
Step 2- Write a clear subject line
You should always write a clear subject line. Use the words “welcome” or confirm subscription in the subject line in order to make your email stand out.
Here are some good examples:
- Confirm Your Subscription to…
- Welcome to….
- Confirmation from…
- Action Required: welcome to…
Step 3 – Design a simple email
The confirmation email itself has to be very simple and easy to follow. Make sure that your message is only a few lines long. Place a big “confirm” button underneath, clarifying the call-to-action.
Here is an excellent example from Freeletics:
Step 4 – Use Inbox Actions
What if your users don’t open the confirmation email? We have a solution just for that as well.
There is a tool called Inbox Actions, which enable users to interact with your email without opening it.
Time for a Recap
A single opt-in builds your list fast, but a double opt-in offers so much more.
Firstly, double opt-in is a safer way to build your list, with less chances to be labeled as spam.
Secondly, you will get more quality subscribers, ones that will take the time to click on the link on your second email, and will be much more engaged with your brand.
Third, you will be able to target people that don’t open the subscribe email by simply using Google Actions.
So overall, it’s a win-win. Safer, better email list for you – more goodies for yours users.