There are a myriad of variables that can contribute to the success (or failure) of your email marketing campaign. One of the most fundamental is choosing between a single vs double opt-in when individuals are subscribing to your newsletter. For this post, we’ll examine the pros and cons of each to help you decide which is best for your law firm.
What’s the Difference?
Just to be clear, a single opt-in is when new subscribers are immediately added to your email list after signing up and no confirmation is required. A double opt-in is when new subscribers first sign up but must complete a confirmation before they’re officially added to your list.
In other words, a single opt-in doesn’t require a confirmation and a double opt-in does.
Pros of a Single Opt-in
Perhaps the biggest is that it allows you to grow your list more quickly. According to GetResponse, “Marketers generally see about 20-30 percent faster list growth when they use single opt-in.” And that’s significant. Eliminating the extra step of confirming means that a larger percentage of people will become subscribed, which means a larger list in a shorter period of time.
The other main benefit is that it’ simpler for people to sign up. They don’t have to wait for a confirmation email or have to sift through their inbox to find it.
Cons of a Single Opt-in
The primary drawback is that it can potentially create deliverability problems. In the event that someone wants to unsubscribe, they may simply mark your email as spam because it’s quicker than looking for the unsubscribe button. In turn, this can make email ISPs wary of your email, which can hurt your sender reputation in the long run.
Pros of a Double Opt-in
One of the biggest reasons why marketers choose a double opt-in is because it practically guarantees a higher level of engagement. When someone takes the time to subscribe to your email list and then go through with the confirmation, it usually means they’re highly interested and truly want to receive your emails. As a result, they’re more likely to engage with your content, which tends to translate into more click-throughs and increased conversions.
On top of this, there should be less churn because fewer people will unsubscribe from your list.
Cons of a Double Opt-in
A smaller issue is that some subscribers will find it annoying that they have to confirm, which can mean things get started out on the wrong foot.
However, a bigger issue is that it will take longer to grow your list. As I mentioned earlier, 20-30 percent slower growth isn’t ideal, especially when you’re just getting your email marketing off of the ground.
It’s important to examine all of the angles when deciding between a single vs double opt-in. At the end of the day, it boils down to whether your priority is growth or engagement. If it’s rapid growth, then single opt-in is usually your best bet. If it’s engagement, then double opt-in is the way to go.
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