Single Opt-In Vs Double Opt-In: Which one to follow?

Today, customer acquisition is one of the most important aspect of building an email list. And, marketers often use either the single opt-in process or the double opt-in method to acquire the target readers. Before deciding the method to use, you need to understand the difference between the two. Single opt-in process is when a new email address is added to your marketing list without asking the readers to confirm that they knowingly and willingly agreed to receive information. Whereas, double opt-in is the process where a new email address is added to your list, only after the owner clicks a confirmation link that you have sent. However, you need to clean the mailing list using email verifier to maintain list hygiene. Here are a few points, you need to know about both the methods.

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The pros and cons of single opt-in

Single opt-in is a faster list growth process because the chances of failure is minimal. Once the customer has provided their email address, you need no other confirmation to send your messages. However, many a times readers unconsciously give away their emails without realizing that they would receive messages from your brand. This can lead to a higher un-subscription rate because once the reader realizes their mistake, they will leave your marketing campaign. Moreover, there is a high risk of blocking, which affects the deliverability and reduces the sender’s reputation. You are more prone to malicious signups, which makes your email list unhygienic and full of spam traps. Focus on using email address verification on a regular basis to keep your list clean.

The pros and cons of double opt-in

Customers love receiving information about your brand because they have willingly joined the newsletter. Even though it results in lower engagement, it helps to maintain a positive deliverability rate and increases the sender’s reputation. Additionally, spam traps and spam bots do not make it your email list, which is essential to keep the marketing campaign alive. Furthermore, you have a proof of opt-in and you adhere to all the CAN-SPAM laws.

Focus on using email validation on a regular basis to grow and maintain your list.