I'm grappling with this question - should I use double opt in for my email list, or should I continue using single opt in? I have my own autoresponder on my own server, so I'm not tied to the policy of a third party autoresponder service.

I gather all my email addresses through a form on my website, so I know everyone on my list has agreed to be on it. Why, then, should I switch to double opt in, as all the gurus seem to recommend. Double opt in is just putting an extra barrier in the wsay of people signing up. Surely it makes sense to make this process as simple as possible?

I can understand why autoresponder services such as Aweber, Getresponse etc require double opt in. They have to cater for the lowest common denominator ... the low lifes who buy lists and import them for the purpose of spamming. They have to cover themselves. But why should genuine, ethical marketers be penalised because of this? If you have your own autoresponder hosted on your own server, and you know you are not going to spam, why not use single opt in?

I've never had a spam complaint. But I've read so many 'experts' advising to bite the bullet and go to double opt in, I'm wondering if there's something I'm missing?

Genuine, ethical marketers shouldn't be penalized, but life, she ain't fair.

Bottom line is that you don't know if you're going to spam if you're using single opt-in. Whose to say who submitted the email address to you?

Say I have an argument with someone and submit their address to your "Hot XXX Farm Action" list to get them in trouble with their wife.... you send an email to your "subscribers".... this guy gets your email, his wife goes crazy and he files a spam complaint. Stranger things have happened.

I always thought it was interesting that Agora doesn't use double opt-in. Boardroom doesn't do double opt-in.

You get a confirmation/welcome email, but there's no confirmation link or anything.

I doubt it's an accident.

Thoughts?

It's not an accident. Most top direct marketers that I know of don't use double opt-in.

The reason is simple - your results will drop significantly with double opt-in.

Now double-opt-in supporters (most people) will argue that single opt in is too much hassle (because of complaints), or the quality of the lead is better with double opt in, so therefore the results do not really drop, they actually increase with double opt-in.

This may be true when compared to someone who doesn't know what they are doing with email messages. However, someone who does know what they are doing can turn the much higher single opt in results (at least 30% better), into the same quality and safe lead that they would receive with double opt-in. Bottom line is, single opt in makes these savvy marketers far more money. You simply have to use the correct strategies.

Some of the strategies to use are:

1) Send your first email instantly and explain why they are receiving it. (Give them what they want quickly in the email)

2) Offer an easy way to unsubscribe

3) Discourage the use of fake email addresses...

If you are giving away something valuable to get the opt-in in the first place, then make sure it is NOT delivered on the Thank You page after they sign-up (even if it is just a link).

What you need to do is give away info that the subscriber really wants (to get them to opt-in) - BUT you do it in a way that he or she must use a valid email address to get it.

I always say "Valid Email*" next to the email sign-up box. You can even put in an asterisk and explain below why you say "valid" ...

... because the download info is delivered to their email address directly, this is a private offer that is not available anywhere online.... blah, blah

Then on the Thank You page, you have to make this very clear again - that they must use a valid email address to get the goods - tell them to go check their email now.

Link back to the sign-up box (or put it in a frame on that Thank You page again) for them to sign up again in case it didn't arrive. I also often throw in a hook so they will use a non-throw away email address to look forward to future emails where the hook will be revealed.

Basically hold them by the hand, make them check their email, and be very clear.

4) For deliverability, it is better to use a service like 1Shop, Getresponse, Awebber, etc, because they make it their business to maintain very high deliverability rates. ARP on your own server is flexible - but the deliverabiliy will be lower.

5) Make your Subject and return address in the first email recognizable to the offer they just signed up for.

In conclusion, it's simple really... give your subscriber quality - deliver the first message fast - get to the point and communicate clearly - offer a clear and easy way out at all times - position yourself with confident authority (wishy washy, unclear messages are more likely to get Spam complaints) - always treat your subscriber with respect...

Do all this and single opt-in will stay safe, and convert much better for you than double opt in.

Hope this helps,

Tim

Double opt-in is like wearing 2 condoms
during sex.

It totally blows!

One way to increase your optin rate for a double optin is to put a teaser in the "thank you" page or on the confirmation email.

Give them a taste and leave them hanging using the Zeigarnik Effect.

If done correctly, they will have no choice but to click the confirmation email link.

Another thing you could do is offer a free report "after" they confirm.

If you aren't trying at least one of these two techniques, then yes, I can understand the drop off rate.

Thanks, Timothy. You've just made a very persuasive argument to keep using single opt in. I agree the pluses outweigh the negatives if you take some simple precautions. (Talking of precautions, that's a great illustration of double opt in being like wearing two condoms).

I'll second what Tim said. I use Aweber that require double opt-in.

Thing is though, they show you all the ones who double opted in and those that single opted which are characterised by a 'unconfirmed' status.

So just for kicks, I emailed all the single opt ins and told them I just wanted to make sure you wanted to receive xxxx from me.

EVERY SINGLE ONE replied 'yes' and a few even said they didn't know why I was asking them again after they already filled in their details ie: they don't know what single and double opt in is - they just know they did what we asked of them and they didn't get their free xxx!

So single for me.

That is what I do. When someone subscribes my thank you page tells them in no uncertain terms that they must check their email and click the link to confirm their subscription and receive their free widget.

A recent promotion using this method got 213 subscribers, and a 100% double opt-in rate... 94.22% within an hour. And this is not a particularly computer-savvy crowd (mums).

My JV partner received a spam complaint aimed at me during that same promotion. The issue was actually that the person didn't win a prize but she thought just by entering she was entitled to one and that by complaining about being "spammed" she might get one.

When I displayed the double opt-in info my JV partner immediately sided with me and she skulked quietly away.

LOL ... only you man.

seriously -- based on your suggestion I go back to aweber (in another thread), do you also suggest I "TURN OFF" the double opt-in function in aweber?

(obviously for new subscribers -- I realize my imported list will get the double opt-in process).