The advantages of double opt-in subscriptions are numerous. They provide a stronger filter for spam, increase the number of subscribers who are actually interested in the service offered by the company, and can also lead to an increase in sales if they are related to a product. The disadvantages of double opt-in subscriptions are that they put a frustrating burden on potential customers and may irritate people who have forgotten their passwords and need to be reminded.
Your subscribers are not always ready to subscribe to your email list, but there are some advantages to double opt-in subscriptions. Double opt-in subscriptions allow you to make sure that the person who is subscribing to your list is an actual subscriber, and they know what they are getting themselves into. With this knowledge, it can make them feel more committed to your email list, rather than feeling like they were tricked into signing up for it.
Subscribers have the option to opt-in to a double opt-in subscription service. This means that not only must someone confirm they would like to subscribe, but also, they must confirm the next day as well. Double opt-in subscription services help filter out those who wish to take advantage of free email subscriptions and do not intend on reading future newsletters.
Most internet businesses, such as Aweber, require all customers to doubly opt-in before they can use their services. Double opt-in assures that your email list is entirely clean, and that there are no fraudulent emails in your database by requiring consumers to confirm their subscription. Email servers that send high numbers of emails that bounce back have a harder time bypassing the spam filters at Yahoo, Hotmail, AOL, and Gmail, among other services. Users who sign up with a single opt-in may provide email addresses that have mistakes in them. The need for double opt-in effectively solves this issue. Almost all double opt-in emails will be sent to a genuine email address in the majority of cases.
Double opt-in is suitable for really big websites where it is hard to manually remove erroneous email addresses.
It is reasonable to predict that you will lose at least 30 percent or more of your subscribers straight away if you need double opt-in. It has been my experience that forcing double opt-in results in a 40 percent reduction in the number of members on average. Email marketers would argue that there are methods to essentially eradicate this issue, but there is no getting around the fact that there is a problem. It is likely that a considerable number of subscribers will not confirm their email address if you demand double opt-in to subscribe. If you want to make up for this loss, you'll have to virtually quadruple your marketing efforts. When you send an email to your subscribers, on the other hand, practically all of them will get your message as well.
Personally, I feel that in the majority of cases, email marketers should gather emails on their websites and presume that the consumer intended to provide their email address to them. There is no justification for requiring affirmation. This will ensure that all of the leads that sign up for your mailing list will be added to your mailing list without fail. Due to the nature of a single opt-in, your deliverability rate will be lower than usual. It is possible that some subscribers may mistakenly misspell their email address, and if you do not have a double opt-in procedure in place, you will be contacting a non-existent address or someone who did not register for your newsletter. Both conditions are equally detrimental and will almost certainly result in difficulties.
The most effective approach to prevent this issue is to send a “Thank You” email to the user shortly after they subscribe, along with an unsubscribe link that is easy to find. Include an unsubscribe link in every email that you send out to your subscribers. Remove any obscurity from the unsubscribe link because if it's difficult to find, a user will just designate the communication as spam, which is far worse.
Almost all self-hosted scripts and applications provide you the option of choosing between double and single opt-in registration. Similarly, practically all services ask users to confirm their participation twice. It is strongly recommended that you use a single opt-in form if you are a smart email marketer who understands why people would report your mails as spam to you. It will be more effective in the long- and short-terms, respectively.
In conclusion, while there are many benefits to the double opt-in subscription, this type of subscription can also have disadvantages. First, if someone does not want their email address on a mailing list, they are unable to sign up for the service. Secondly, this has led to some people intentionally giving out other people's email addresses in order to subscribe them. Ultimately, while there are many advantages to the double opt-in subscription service, it may not be best for everyone.