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« Satisfaction Guaranteed Events | Main | How Long Before Social Media Gets Too Noisy? »

Stop Losing Emails Subscribers to Double Opt-in

Email_opt_in_event_marketing

I’m a firm believer in using opt-in verification (double opt-in) whenever you collect email addresses online. Opt-in verification requires an email subscriber to click on a unique verification link that is emailed to them immediately after sign up. Your email list might not grow as large or as quickly if you require people to verify their subscription. But, requiring a double opt-in creates lists that are of higher quality and more responsive. Double Opt-in also significantly reduces your chances of being blacklisted as an email spammer, increases email deliverability, and makes your email databases more portable. You can significantly reduce your double opt-ins losses by having a well though out verification process.Below is a brief outline of my verification process. Feel free to integrate the ideas into your own list building efforts.

A Well Thought Out Thank You Page
Most services allow you the ability to redirect email subscribers to a thank you page after they submit their information. A well crafted post submission thank you page is your best chance at reducing the number of people you're losing to double opt-in verification. Be sure to be very direct in telling people what they need to do on the thank you page (e.g. - go check your email right now and click on the verification link). Make the instructions bold and as visually loud as possible.

Here is some of the text I use on my thank you page for this site:

IMPORTANT . . .

I can't send you any information until you verify your sign up. This is done to protect your privacy.

What you need to do, right now:
Please check your email and click on the confirmation link. (It's that simple.) More detailed instructions can be found below.

(Shameless self-promotion)
You can sign up to my list and see how the complete process works.

Before implementing a robust verification process, I was losing 25% of total email subscribers, across numerous web sites, to the double opt-in verification.  Recently I setup a simple one page event web site with the sole purpose of collecting email addresses. The web site included a thank you page with very direct instructions. In 12 days 486 people subscribed to the VIP email list for the event. By using a well thought out post opt-in thank you page I was able to reduce the loss of subscribers from 25% to 15%.

Having a dedicated email list is one of the single greatest marketing resources any event organizer or planner can possess. Unlike other forms of marketing for your event, lists allow you to directly interactive with your specific target market. People aren’t going to subscriber to your event email list unless they’re somewhat interested in your event. Be sure you have a well thought out email collection process in place before you start trying to collect email addresses.

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Comments

Brenda

Yes, double-opt in is without a doubt the way to go, but what is best practise when a subscriber wishes to change his e-mail address?

Dave

I totally agree. Opt-In is the best practice. And double is even better. I just read a study that further proves our point. It's recapped on my company's blog: http://www.heilbrice.com/blog/uncategorized/dont-be-afraid-of-e-mail/

Thanks for the helpful article.

Craig Houck

Great ideas Eugene. We have an online subscription form for my wife's salon (www.basineastsalon.com) and have been steadily collecting emails. We've found that most people are open to the additional step because it's done to protect their privacy. And you're right about the quality. We recently sent out a promotion and had a 139% open rate - meaning that some people opened the email more than once!

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