Opt In Process Single Or Double Opt In To The Newsletter
Management Summary
Single or confirmed opt-in
With the single opt-in procedure, the recipient is logged into the newsletter immediately after registering and will receive the newsletter the next time it is sent. However, in order to accompany the recipient in his customer journey, it is recommended to send him an email after registeringWelcome emailto send. This process is calledConfirmed opt-indesignated.
Advantages of Single Opt-In
The advantage of this procedure is that the user only has to express his wish to register once and thereforeno newsletter registration will be lost. Since the email marketing channel is a very sustainable medium, every interested party is worth its weight in gold.
Disadvantages of Single Opt-In
The disadvantage of single or confirmed opt-in is that it requires proper registrationcannot be legally proven. Legal proof may be necessary, for example, if the recipient has forgotten their registration (especially if they do not receive a welcome email and/or do not read anything from the company for a long time) or someone else has registered in their name either intentionally or through a typo. The latter results in the accumulation of incorrect addresses. Bounce management is therefore essential for this process.
Double opt-in
The double opt-in procedure is a two-stage registration process. After filling out the registration form for the first time, the user will receive an email in which they must click on an activation link to complete the registration. Only then will the recipient be added to the newsletter distribution list.
Advantages of double opt-in
The double opt-in process aims to provide as much legal protection as possible for the newsletter to be sent properly to the recipient. Since the user has to actively click again on a confirmation link in the email sent,consent to receiving the newsletter can be proven.
Reach beyondno false email addresses, e.g. due to typos, in the address database, which has a positive effect on the data quality.
Disadvantages of Double Opt-In
The big disadvantage of the double opt-in process, however, is that not every user who signs up for the newsletter clicks on the activation link. According to theeCommerce study 2015by PublicareCompanies lose between 15% and 50% of registrations due to the lack of link activation. There are various reasons for this:
- The recipient may have forgotten an activation because it was not carried out immediately after registration. For example, the activation email may have been delayed by the mail server and has now been overlaid by other emails.
- The recipient might also assume that they are already logged in.
- It is particularly bitter if the activation link in the email is overlooked, e.g. because the link is placed discreetly in the text.
- The activation email may have ended up in the spam folder and therefore disappeared.
- The recipient has decided not to receive the newsletter.
Conclusion about the opt-in process
Both the single or confirmed and the double opt-in procedure have their advantages and disadvantages. The best approach for you depends on your business philosophy and priorities. It is important to weigh up the pros and cons.
If you want to be prepared for a possible warning, the double opt-in procedure will be more suitable for you. The topic is particularly sensitive in Germany, which is why double opt-in is usually preferred. If you see more potential in converting prospects into customers, you will be more likely to choose the confirmed opt-in process.
No matter which process you choose, we will analyze and optimize yoursOpt-in process.
