CRM 101

Before getting started with building your campaigns, it's crucial to ensure that users provide explicit consent to receive emails. A best practice in this regard is to ask customers for double opt-in consent when subscribing to receive emails from your company.

Double opt-in is just one of the phrases you may have heard, but what do they all mean?

Double opt-in

Once a user has subscribed to receive emails from your company, an email is sent out containing a link which the user must click to confirm their subscription. If they don't confirm, they won't be subscribed.

Single opt-in

This means that a user will be subscribed once they subscribe to your newsletter, without receiving a confirmation email to confirm their subscription.

Subscribed

This is the state that a user profile will have when they have entered their email address on your site or app. For instance, they could have created an account without subscribing to your newsletter or made a purchase. In many cases, they would be able to receive email marketing, but they have not specified that they want to.

Unsubscribed

When a user unsubscribes from your emails, they would be set to unsubscribed for marketing emails. However, they would still receive transactional messaging (such as order and shipping confirmations).

The Impact of Double Opt-In

Double opt-in not only reduces the risk of sending emails to disinterested users or those with incorrect email addresses but also creates a more engaged audience. Users who confirm their subscription are more likely to be interested in your content, leading to higher open and click-through rates. This enhances the overall quality of your email list, contributing to a positive email reputation and heightened email engagement. At the same time, it’s important to adopt an easy unsubscribe process to reinforce your commitment to respecting users' choices and preferences.

The Crucial Role of Double Opt-In in Email Legitimacy

Email service providers recognise double opt-in as a positive signal for email legitimacy, improving email deliverability rates. This, in turn, increases the likelihood that your emails will reach the intended recipients' inboxes.

Transparent Communication for Targeted Marketing

We recommend informing users about the content they will receive, the frequency of emails, and how they can manage their subscription preferences. Getting to know your customers’ preferences enables more targeted and effective marketing strategies.