How to build a quality email marketing list
Don’t cut corners when building your email list
Oh the age old question, “Should I create a double-opt in or single-opt in confirmation for my subscriber list?” Ok, ok perhaps it’s not an age old question since the first mass mailing wasn’t until 1978, but it is a crucial decision you have to make when you are building your list.
In case you need a refresher on the difference of a single opt-in and a double opt-in, let me break it down for you.
- Single opt-in: Someone filled out a registration or subscription form and is automatically added to your email list.
- Double opt-in: As above, but after someone signs up for your mailing list, you send a link in a confirmation email that they must click before they’re added to your list.
Don’t endanger the integrity of your subscriber list by being greedy about quadrupling your list size.
The reason many marketers have a knee-jerk reaction to choose the single-opt in method is because they want to gain as many leads as possible. They have the mindset of quantity vs. quality and don’t want a single prospect to slip through the cracks. While you should care about gathering leads, what you really need to hone in on is gathering qualified prospects. If someone was so ambivalent about joining your list that they couldn’t open up their email (when the sole purpose was to receive emails from you) and click a link to confirm, they are probably not a qualified lead. Yes, marketing is about numbers, but marketing is also about results. Don’t endanger the integrity of your subscriber list by being greedy about quadrupling your list size.
MailChimp supported this notion when they took a random sample in their database of 30,000 users who’ve sent at least 10 campaigns. They wanted to see if double opt-ins improved their users email marketing stats. Check out their results below.