The public opinion for using Single Opt-In (SOI) vs Double Opt-In (DOI) is one that is split. So how can you decide which one is for your email marketing campaign? Well, let’s try and sort this out, once and for all!
But first, let’s review both of these major email permission approaches to ensure that we’re on the same page:
- Single Opt-In (SOI) – This is a subscription process in which a new email address is automatically added to your mailing list, without the need for the owner of that email address to confirm conclusively that they willingly opted-in.
- Double Opt-In (DOI) – This is a subscription process in which a new email address will only be added once the owner of that email address clicks on a confirmation link in an opt-in confirmation request email, sent to them after they opt-in thru a checkbox or form. DOI is also known as Confirmed Opt-In (COI).
Now that the definitions have been clearly defined, let’s discuss some of the benefits and risks associated with each approach:
- Benefits & Risks of SOI – This process helps maximize your email list growth, but can result in a higher deliverability risk. A poorly executed SOI is more likely to encounter higher spam complaints and, quite often, the engagement rates are much lower, meaning you email deliverability will suffer.
- Benefits & Risks of DOI - This process does minimize deliverability risks; however, it also results in a slower email list growth. A poorly executed DOI could result in a lower confirmation rate, potentially stifling your email list growth rate.
Want to find out more? We think this is a great article for you want to find out more about the two opt-in methods and their many pros and cons.
So, coming back to our question – Which one is for you?
- Single-Opt In is not for everyone, especially if:
- Your ESP requires Double Opt-In
- Your company is a harassment magnet
- There is no clear visibility into your deliverability
- There are stronger permission requirements in your industry, especially due to regulations on marketing to minors, financial information or healthcare
- You have real concerns about getting junked or blocked by some inbox providers
- There are three core components to email permission, which should help you decide which opt-in method is good for you:
- Signup – What is the process of indicating that a person would like to receive promotional messages?
- Context – What are the circumstances under which the person signed up?
- Confirmation – What is the process for the sender to confirm that the owner of the email address knowingly and willingly signed up to accept promotional emails?
- Many brands never use just one of the two opt-in methods exclusively – there is often a mix of both approaches across the various touch-points. However, as list quality concerns and engagement rates affect sending reputation and the global performance of email campaigns, at Mail Monitor we recommend Double Opt-In due to the high deliverability risks associated with Single Opt-In.