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.
As 2015 draws to a close, we decided to take a look at our own campaigns and gauge which ones performed the best beyond the typical open and click rates (although we mention those, too). Hopefully our reflections will inspire you to look at your past campaigns, and start thinking about email success in a new light in 2016.