Doing email marketing right is challenging in the best of circumstances. But it’s made more difficult by all of the outdated and just plain wrong advice out there that leads marketers astray. To put you on the right course, we’re busting 25 email marketing myths and providing you with the resources to get to the truth.
After hearing the case for single opt-in and double opt-in and polling marketers on the issue, we’ve come to the following three opinions regarding finding the optimal email permission practices for your brand.
The contest between SOI and DOI is clearly one of great public interest, judging by the number of people who have testified by commenting and by the reactions of people on Twitter and elsewhere. Let the voice of the people be heard!
While it’s true that added friction reduces the likelihood of a desired action, activity in an of itself should never be the sole aspiration of an email marketing strategy. Overall list engagement is a better indicator of program health rather than the size of your lists.
Easy to say if you’re a brand with a sizable database, right? Consider this: companies that win don’t do so because of list size, but rather list engagement, and when it comes to engagement, the double opt-in method holds a clear and obvious advantage.
Some will argue that single opt-in vs. double opt-in is a case of quantity vs. quality, but it’s really a case of list productivity. Single opt-in is the superior subscription process because it maximizes list growth and overall performance by minimizing signup barriers and opportunities for errors.
An engaged list comprised of active, valid email addresses plays a crucial role in deliverability. Matt McFee, CEO & Founding Partner of BriteVerify, shared insights with us on building a valid email list, as well as list hygiene tips for keeping only valid, engaged subscribers on your list. Here’s what he had to say.