Single Opt-In vs. Double Opt-In: The Case for DOI

Avatar Posted by litmusapp under Marketing
From https://litmus.com 3104 days ago
Made Hot by: mikehartman1 on May 29, 2016 1:39 pm
While it’s true that added friction reduces the likelihood of a desired action, activity in an of itself should never be the sole aspiration of an email marketing strategy. Overall list engagement is a better indicator of program health rather than the size of your lists.

Easy to say if you’re a brand with a sizable database, right? Consider this: companies that win don’t do so because of list size, but rather list engagement, and when it comes to engagement, the double opt-in method holds a clear and obvious advantage.





Comments


Written by tiroberts
3100 days ago

Great case study I personally prefer a single opt in but when it's for something really classified then I would go with a double opt in thanks for sharing your Insight with us



Written by MarkPitt
3100 days ago

Hi John

Great read. I was literally thinking about it a couple of days ago, whether I should re-consider the double opt-in strategies put in place for our clients. Your article has nicely refreshed my belief in this long term strategy.



Written by lyceum
3101 days ago

I wonder if my newsletter provider has a double opt in feature. I have recently got plenty of new subscribers that I think are not real readers.



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