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Opt in e mail

Place your email list sign-up on your homepage above the fold. Opt in e mail advertising, or permission marketing, is a method of advertising via email whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by marketers to eliminate the disadvantages of email marketing. Opt in e mail marketing may evolve into a technology that uses a handshake protocol between the sender and receiver. This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt in e mail advertising is used, the material that is emailed to consumers will be "anticipated." It is assumed that the consumer wants to receive it, which makes it unlike unsolicited advertisements sent to the consumer. Ideally, opt in e mail advertisements will be more personal and relevant to the consumer than untargeted advertisements.

A common example of permission marketing is a newsletter sent to an advertising firm's customers. Such newsletters inform customers of upcoming events or promotions, or new products. In this type of advertising, a company that wants to send a newsletter to their customers may ask them at the point of purchase if they would like to receive the newsletter.

With a foundation of opted-in contact information stored in their database, marketers can send out promotional materials automatically known as Drip Marketing. They can also segment their promotions to specific market segments. There are several common forms of opt-in email:



Polls
  1. Unconfirmed opt in e mail or Single opt in e mail


    Someone first gives an email address to the list software (for instance, on a Web page), but no steps are taken to make sure that this address actually belongs to the person submitting it. This can cause email from the mailing list to be considered spam because simple typos of the email address can cause the email to be sent to someone else. Malicious subscriptions are also possible, as are subscriptions that are due to spammers forging email addresses that are sent to the email address used to subscribe to the mailing list.
  2. Confirmed opt in e mail (COI) or Double opt in e mail


    A new subscriber asks to be subscribed to the mailing list, but unlike unconfirmed opt-in, a confirmation email is sent to verify it was really them. Generally, unless the explicit step is taken to verify the end-subscriber's e-mail address, such as clicking a special web link or sending back a reply email, it is difficult to establish that the e-mail address in question indeed belongs to the person who submitted the request to receive the e-mail. Using a confirmed opt-in (COI) procedure helps to ensure that a 3rd party is not able to subscribe someone else accidentally, or out of malice, since if no action is taken on the part of the e-mail recipient, they will simply no longer receive any messages from the list operator. Mail system administrators and non-spam mailing list operators refer to this as confirmed subscription or closed-loop opt in e mail.
  1. Some marketers call closed-loop opt-in "double opt in e mail". This term was coined by marketers in the late 90s to differentiate it from what they call "single opt-in", where a new subscriber to an email list gets a confirmation email telling them they will begin to receive emails if they take no action. Some marketers contend that "double opt-in" is like asking for permission twice and that it constitutes unnecessary interference with someone who has already said they want to hear from the marketer. The term double opt-in has also been co-opted by spammers, diluting its value.
  2. Opt-out


    Instead of giving people the option to be put in the list, they are automatically put in and then have the option to request to be taken out.

Last week I was checking my subscriber stats in my AWeber account and noticed that one of my email lists had over 80 subscribers in a 24 hour period where the average was usually 10-20. I was hoping it was because of a traffic spike from some exposure on a website or blog, but unfortunately it was not. A spam bot of some kind had submitted over 60 email addresses, all very similar, and clearly not from real humans. Thankfully none of these email addresses will be confirmed because of the double opt-in protection my list has, ensuring the integrity of my list is not adversely affected.

If you are serious about building a quality email list, and you should be if you are in Internet business, then double opt in e mail is a must. Even if it means you lose a few genuine subscribers because they don't follow the double opt in e mail process, it is worth it to protect you from all the negative things that can occur reducing the quality of your list.


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