Email Marketing Best Practices

Double Opt-In
You may have heard a lot recently about the process of 'double opt-in' email campaigns. Here's a brief look at what double opt-in actually means and the pros and cons.

In a single opt-in, people submit an email address and ask (opt) for specific emails to be sent to them. The inherent issue with a single opt-in is that people might submit their name inadvertently, or someone may have submitted their name for them, against their wishes.

Double opt-in is an enhanced permission that tackles these issues. With double opt-in, the submitted name is not immediately added to a mailing list. Instead, an email is sent to the address, asking to confirm that email address should indeed be added. If the recipient of the confirmation email does nothing, the submitted address is taken off of any mailings. The name is only added to a distribution list if the recipient responds to the confirmation email.

The Pros:
No false opt-ins
Lower risk of being tagged as SPAM

The Cons:
Longer process for people to get on your list

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