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!
Single Opt-in vs Double Opt-in
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:
- Sign up – 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.
To keep your list up-to-date, make sure you conduct an email list audit every quarter.