When it comes to increasing conversion rates through email campaigns, deciding whether to choose double or single opt-in can have a major impact on results.
Of course, it’s easy for marketers to make the decision to invest in email marketing initiatives. But deciding which option to choose might not be so simple. Luckily, the differences are obvious, making it even easier for marketing teams to build action-driving campaigns.
What is the difference between double and single opt-in?
Opt-ins determine whether an email subscriber has to subscribe once or twice.
Essentially, a single opt-in means a user only needs to subscribe once, and they’ll begin receiving emails. But double opt-in means a user must subscribe and then confirm their email through another link. There are pros and cons to each.
The pros and cons of single and double opt-in
On the one hand, single opt-in reduces the number of steps a user takes to access a brand’s content.
Users want simple experiences, and single opt-in can simplify subscriptions.
For 76% of marketers, the number one email objective is starting conversations.
So, the quicker these marketers can secure these leads, the better.
On the other hand, double opt-ins ensure users subscribing to a brand’s content are high-quality. If they’re willing to go that extra step, they’ll do something with the content they receive–like make a purchase, for instance.
That being said, when it comes to double opt-in campaigns, most users never follow through on that secondary approval process.
And as far as single opt-ins are concerned, while the initial rates are good, overall, single opt-in campaigns drive lower conversions overall.
Single opt-in sign-ups also increase the need for email list purging – which 67% of marketers cite as their top tactic for improving email marketing effectiveness.
Source: Really Good Emails
That means that marketers really need to take a look at their goals, their audience, and the actions they’re trying to drive with these campaigns in order to achieve the desired results.
How to measure the success of single and double opt-in campaigns
As is true in most cases of digital marketing, the best way to measure the success of both approaches is to perform A/B testing using both strategies. This way, marketers can be sure of what their audience is willing to do, the actions they want to avoid, and what drives the most rewarding results.
Depending on a brand’s content and email initiatives, the need for single or double opt-ins could change.
There’s no way to tell which is better for a brand without extensive testing. You can successfully test this through marketing automation tools, which will help you understand your audience and their behaviors.
Does it really matter?
When it comes to the questions of single vs. double opt-in, it’s important that marketers make the right decision.
Email marketing is an ROI-driving initiative, with more consumers making purchases and spending more after receiving emails from brands.
Similarly, email marketing drives brand awareness and establishes trust between brand and consumer, which is imperative for future business growth.
Therefore, brands need to be strategic at the beginning of these email relationships, giving their consumers what they want and how.
With the future of email marketing constantly evolving, it’s important that marketers take the time to learn more about their audience, their behaviors, their wants, and their needs.
This will empower marketers to approach subscribers in the best way possible, especially as their campaigns evolve.
With email automation on the rise, brands need to be ready for everything the digital world throws at them. And the only way is through extensive testing and iterations, ensuring email subscribers get the information they want, when and how they want it.
Learn more about the future of email marketing here to build a strategy that resonates with your audience.