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Article:
Single or Double Opt--In? by: F. Terrence Markle Single or Double Opt--In? You heard the message before. Your e-mail list is the most important key to your future online success. The best list is a highly targeted and responsive opt--in list. At present, the single opt--in method is the preferred approach to building a list. However, Internet promoting considerations suggest the list owner should use the double opt--in or confirmation method to build a list. What is the right method for you? Opt--In Process The opt--in process means that an individual has requested to be on your mailing list before you a^dd them. At the same time, the individual must be given the ability to opt--out (unsubscribe) from your mailing list at any time. In the single opt--in method, an individual registers to join your e-mail list by submitting their name and e-mail a^ddress. As a result, the individual is giving you their permission to send them e-mail messages that promote specific products and services or discuss specific topics. In the double opt--in or confirmation method, an individual registers to join your e-mail list in the same manner as the single opt--in method. In response, the individual receives an e-mail from you to confirm their e-mail a^ddress. Upon receipt of the confirmation e-mail, you a^dd the individual to your mailing list. If the confirmation e-mail reply is not received, do not a^dd the individual to your list. However, you may want to follow-up with the non-confirming individuals and give them another chance to confirm. Autoresponder Your autoresponder should have the capability to implement the double opt--in method. If not, you can setup one very easily. Set up two separate campaigns in your autoresponder (let's call them 'A' and 'B'). Campaign 'A' receives the initial single opt--in request from your visitor. In turn, the message from campaign 'A' contains a link the subscriber clicks to send a confirmation e-mail to campaign 'B.' The 'blank' e-mail sent to campaign 'B' is from the subscriber's 'default' e-mail system containing their confirming name and e-mail a^ddress. Subscriber Relationship To be successful in e-mail promotions, you must build a personal one-on-one relationship with your prospects or clients. The success in your online mark^eting hinges on maintaining and building this personal relationship. As the list owner, you need to establish the initial relationship by: Obtaining permission from your subscribers to send them promotional messages and other types of useful information Practicing respect for the privacy of your subscribers. Implicit Opt--In An implicit opt--in situation may exist as the result of permission that is not granted but is derived from another relationship. An example would be when an individual has previously purchased from you. In this situation, you may be able to send limited but unsolicited e-mails to that individual under this pre-existing relationship. However, this level of implied permission must never be exceeded without the expressed consent of the individual. Considerations As a list owner, you work hard to drive traffic to your web site and get subscribers to join your list. Individuals respond and decide to join your list. They submit their name and e-mail a^ddress. Great! All that hard work of publishing a newsletter, writing ezine articles and promoting is finally paying off. You have genuine subscribers. Or do you? As it turns out, some of these new subscribers did not sign-up on your mailing list, do not want to receive your mark^eting messages or forgot they signed up. You run the risk of getting sp^am complaints when you send e-mail messages to this group of individuals. This can be a serious problem to your online business. Open your e-mail and look at the flood of unwanted messages. Scan and listen to the media reports. Sp^am is a continuing problem. MessageLabs, a provider of e-mail security services, monitors e-mail messages on a worldwide basis. Out of 157 million e-mails tracked in July '2003
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