Double opt-in helps build meaty listsChicago Diner. Because we loved the restaurant and the city, and plan to go back as soon as possible, I signed up for the diner's e-mail list when paying the bill. And, yesterday, the diner sent me a confirmation e-mail, in which I was able to click a link to confirm my subscription. Thus was my first experience with double opt-in.
I first heard of the process when sourcing this Technique a few months ago. Pinny Gniswich from Ice.com says that double opt-in helps "create an environment where customers want to give you their e-mail, because they know they will receive timely messages that they want to interact with."
I must say that this was right — I was glad that the diner both reminded me that I had signed up for the list, and gave me the chance to consider my opt-in. The process actually makes me anticipate the first of their e-mails, because the company has created an image of itself that first and foremost among its e-mail goals is to deliver relevant messaging.
As of last November, the DMA's Email Experience Council reported 5% of retailers are using this practice, Dianna Dilworth wrote, a 2% increase since Outi Tuomaala, an EVP at L-Soft, noted that the practice is "the gold standard" for marketers. Hopefully, more marketers will implement double opt-in soon.
And, as one-to-one communication with customers becomes even more personal and instantaneous thanks to the emergence of SMS marketing, the Mobile Marketing Association already recommends double opt-in for text messages, Bryan Yurcan reported last fall. This is a good move, because too many text messages can start to develop into white noise, without images to help them cut through the clutter — and marketers certainly don't want to waste their time boiling down their messages to the 160-character limit of a text message only to have it be largely ignored or turn off consumers.