For Email Signups, Better to Use Double Opt-in or Single?

For Email Signups, Better to Use Double Opt-in or Single?

For Email Signups, Better to Use Double Opt-in or Single?. It does not require senders to use a double opt-in. In fact, CAN-SPAM does not even require any type of signup process or permission. While the CAN-SPAM Act does not require a signup method, industry practices and habits, at least in the U.S., are to seek permission before sending an email. Organizations have varying privacy policies in the use of consumer data. Double Opt-in vs. Thus, when using a double opt-in, signup rates may fall because consumers may not realize or expect that further action is required. Sending to a larger list will cost more. So while the engagement rates and general quality of a double opt-in list may be better than a single opt-in, the gross revenue generated from the list may be less. A 25-percent open rate on a double opt-in list may not produce more sales than a 12-percent open rate on a single opt-in list.

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Adding email subscribers usually translates into more sales. But soliciting email signups is often a tradeoff in quality versus quantity. In this article, I’ll explore the pros and cons of utilizing a double opt-in process vs. a single.

A double opt-in first requires an individual’s email address via a web form or pop-up box. That data is stored and an email is then sent to the subscriber’s inbox, to confirm. For a single opt-in, there is no further action needed by subscribers once they submit their email address.

A double opt-in first requires an individual’s email address. That data is stored and an email is then sent to the subscriber’s inbox, to confirm, such as this example with The Children's Place.
A double opt-in first requires an individual’s email address. That data is stored and an email is then sent to the subscriber’s inbox, to confirm, such as this example with The Children’s Place.

Multiple Considerations

For email marketers, the decision to use a double or single opt-in typically involves multiple considerations.

First, there is the U.S. CAN-SPAM Act. It does not require senders to use a double opt-in. In fact, CAN-SPAM does not even require any type of signup process or permission. It simply requires that recipients…

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