You know that having a double opt-in* process for your newsletter/ezine list is a “best practice” in permission based email marketing. Several reasons:
- less chance of being called a spammer by someone who doesn’t remember filling in the form (or because someone else filled out the form with their email address);
- fewer bad email addresses in your list;
- some mailing list delivery services require it!
BUT–sometimes your subscribers don’t click that link they receive from you in the confirmation email. And so you lose 10, 20, even 50% of your “subscribers”. Arghh!
How can you improve your opt-in rates?
Generally, the more compelling and relevant your “offer” is to folks, and the easier it is for them to complete the process, the better opt-in rate you will enjoy.
- Have some really strong copy that describes your ezine and the benefits they will receive.
- Provide an incentive for folks to subscribe. A free ebook, ecourse, etc.
- Remind folks that they must confirm (click the link in the confirmation email) to receive the incentive. You can do this on the signup or thank you page.
- Help them make sure they receive the confirmation email, by offering a page explaining how to add your ezine to their whitelist.
- Show them how to confirm. A snapshot of the confirmation email, with the confirmation link circled, is one way to make it crystal-clear.
- Make sure your confirmation email matches the description of your ezine. Use the same wording, etc. Nothing will reduce your confirmation rates like using the generic confirmation email text!
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*Double opt-in defined:
- new subscriber fills out a form on your site
- your list management software sends a confirmation email with a special coded link
- new subscriber clicks the link
- subscriber is added to your list
Single opt-in eliminates steps 2 and 3.