Build Your Email List With Double Opt-In Permission by Denise Keller @benchmarkemail

Build Your Email List With Double Opt-In Permission

Build Your Email List With Double Opt-In Permission

In order to ensure that you are conducting your email marketing campaign in the most ethical manner possible, you need to harness the security of the double opt-in subscription. Spammers thrive on the technique of bulk email where they fire off millions of emails from lists that have been purchased, rented, or even harvested from the internet by software programs.

Running an email marketing campaign without getting permission can land you in a real pickle. You will soon be identified as a spammer and you’ll find that ISPs (internet service providers) along the web will blacklist your emails.

Opt-in is good but double opt-in is better

Opt-in email demonstrates your company’s commitment to running an operation which is completely permission-based. It also shows your customers that you respect their privacy. This is the most effective and safest possible way to ensure that you’ll run into a minimum of problems. The way opt-in subscription works is that you obtain permission from the members of your target audience to send your mailings. The more secure method is a double opt-in where you send a follow-up message. This allows the subscriber the opportunity to reconfirm their interest in your newsletters.

The customer can reconfirm the subscription request

With a double opt-in, the customer’s email is not immediately added onto your subscription list. Instead, an email is sent to the address asking for a confirmation that they really do want to receive your newsletter. If the prospect does not reply, then the email address is not added onto the list. The address is only added if the recipient responds to the reconfirmation email by clicking on a link to a specific page on your website.

This process eliminates false opt-ins and decreases the possibility that your messages will be tagged as being spam. Single opt-in will usually result in a larger list since some customers invariably fail to follow up by clicking on the reconfirmation link. Double opt-in provides a smaller but higher quality list where you can be assured that every single individual is really interested in receiving your email newsletters.

Maintain a spotless reputation

The process should be easy to manage from the customer’s standpoint, from signing up to getting out. Make sure that you maintain all your records permanently, and keep that important subscription list free of dead addresses and other debris. This will help you cover all the angles so that your online reputation remains spotless. You want to put as much distance between you and the spammers, so conducting your email marketing campaign in the most ethical and proper way will identify you as one of the white hats.

Solicit subscribers online and off

It’s a relatively easy process to get started with a double opt-in email marketing campaign. Your goal is to build a large list, so you must try to solicit subscribers in every way you can. If you operate a bricks and mortar business, signup forms at the cash register or checkout counter are a great way to obtain your customers’ email addresses.

If your business style calls for online stumping, your website should be positioned as the primary destination for customers to be converted to subscribers. Social networks provide ample opportunities to grow your list, as your Facebook Fan Page should be designed to attract new subscribers to your list.

Takeaway: A well-executed double opt-in process can boost your online reputation and enhance the success of your email marketing campaign. Doing it right can make a world of difference to your brand’s overall marketing results.

Meet the author:

denisekeller

denisekeller

Denise Keller is COO and founding partner of Benchmark Email, one of the world's leading email marketing services for small businesses. Keller served as Vice President of Finance for restaurant chain Market Broiler and CEO of Accor's Ticket Services Division before transferring into the COO position at Benchmark, where she has been instrumental in bringing in numerous small business customers, as well as high-profile clients that include Mercedes Benz, Siemens, and Kaiser Permanente.

Connect with: denisekeller

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