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.