In a blog post I wrote over 16 months ago, I argued that when it comes to collecting email addresses, single opt-in was THE answer.
While many folks agreed with my take, some did not.
In fact, one person was “disappointed that someone with [my] experience in the email world would take this side.” It turns out he was not in favor of what I wrote. It just so happens he owns Aweber. Oops.
While we had a nice discussion in the comments, my viewpoint has not changed. Not at all.
I still believe that – in most cases – employing a double opt-in process is a terrible idea.
Chad White, author of Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts and Principal of Marketing Research at ExactTarget, recently published the Email Opt-In Audit Imperative Infographic:
Read full blog post and see Infographic over on the ExactTarget blog
In this ExactTarget research study, they tested the homepage signup process of “more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits.” To be clear, this research was focused on the B2C space … though I’d argue it applies to B2B as well.
The stat that jumped out at me?
Opt-in breakdowns and delays were 81% more common among brands that used a confirmed opt-in process, where consumers confirm their subscription by clicking on a link in an email sent to them.
Need I say more?
What do you think now? Am I still crazy for dismissing double/confirmed opt-in? Honestly, I’d love to hear from those folks who are advocates for double/confirmed opt-in. Talk to me.
P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!
DID YOU KNOW…
I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.
-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?
If you answered yes to any of the above questions (or all 5!), I can help.