How to get a double opt-in

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Nov16 2016
BlogGDPR

For a long time, email marketers have known that opt-in email lists
perform higher. But, let’s face it, using a soft opt-out method was easier.
More convenient. Everyone was convinced that email marketing was seen
as spam. No one would willingly opt-in to junk mail. So most marketers
have never created a double opt-in database.
Of course, successful email marketing isn’t junk mail. Relevant emails
sent to the right people at the right time in their buying journey are, in
fact, considered useful. Hence why email marketing is still adapting
twenty years after its inception.
With that in mind, it’s important marketers move away from the ‘batch
and blast’ times of the past. Best practice now dictates that email
marketers must create effective opt-in email campaigns. Particularly
with the GDPR coming into effect in May 2018, marketers dealing with
EU citizen’s data will only be allowed to email market to opted-in
individuals.
The question still remains for most marketers, how do you convince an
audience that they should opt-in to your communications? The answer
lies in sales. Just as sales are based on two parties participating in an
exchange, marketing must do the same with their emails. Essentially,
email marketing must now offer content of value in exchange for their
contacts opt-in consent.
As against the grain as it will go to most marketers, not all content
should be given away for free. Of course, “open” content such as blogs
can be used to establish a reputation when it comes to high-quality,
valuable content. However, when it comes to resource guides and
whitepapers that provide vital information, marketing should be asking for
opt-in details in exchange for this.
Waiting for the opt-in details before providing the content is the fastest
way to build a genuine double opt-in database. Based on what B2B
marketing firms are currently reporting, statistics confirm that these lists
are performing higher too. B2B industry standard click-through for opt-in
lists currently sit at 37%. Compared to the warm, engaged opt-out data
currently producing a click-through rate of 26%, opt-in is clearly the way
forward for the future of email marketing.
Of course, there are a number of other benefits when it comes to using a
double opt-in process. Benefits that go beyond a reduction of
unsubscribes and a lower bounce rate. By having a process that relies on
individuals opting-in AND confirming their identities, you protect your own
email marketing campaigns too. This includes protection against spam
bots and fake subscribers.
As double opt-in becomes the norm for UK B2B marketers, we will see
databases start to fill with valid email addresses. The current process
sees marketing teams have to constantly run lists through an inbox
checker to avoid the blacklisting email addresses hidden within
purchased data. Proving once again that double opt-in is, indeed, the way
forward.
Given the benefits, which significantly outweigh the main negative of a
smaller audience, double opt-in is clearly best practice. It is no wonder
that marketers who have already adopted this method are seeing higher
campaign results across the board. Of course, a successful double opt-in
audience relies on a robust lead nurturing strategy too. But for the
marketer that is new to the double opt-in process, a simple exchange of
information is the starting step to email marketing success.