Opt-in is when a user subscribes and agrees to receive information by email. To avoid sending spam, there are currently several forms of opt-in, such as soft opt-in, single opt-in and double opt-in. Then, the opt-out is the unsubscribe link, present in the emails sent.
One of the main causes of deliverability problems is the use of unhealthy lists (old, purchased or not maintained) to send emails.
For this reason, the strategy for creating these lists is one of the most determining factors in defining whether or not you will have good deliverability in the future.
In order for you to create your list properly, it is important that the contact enters your Leads database of their own free will, that is, by entering their email and agreeing to receive future communications.
But: how to do it? How to align the expectation with the Lead and make him aware that he is allowing the sending of Email Marketing ?
To carry out this action, there is a concept called opt-in, which is nothing more than the permission that the Lead grants to enter a certain list. There are several types of opt-in:
- Soft opt-in
- Single opt-in
- Double opt-in
Let's talk about each one below:
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Soft opt-in
Soft opt-in is the simplest way to convert a visitor into a Lead. In this strategy, every time someone converts on a form or Landing Page , they will automatically be signed up for your list and available for you to send your emails to.
The soft opt-in is characterized by not having any type of protection mechanism at the time of conversion. The conversion itself is already a sign that the Lead gives consent for you to send them emails.
The positive part of this strategy is that you have practically no obstacles in the generation of Leads. On the other hand, the negative part is that many of the generated Leads have incorrect email addresses and, many times, it is not clear to them that they are converting to a form and that they will receive your emails, which generates low engagement.
Also, some regulations do not accept soft opt-in as a valid conversion strategy and, as a result, you may have compliance issues in some countries.
Single opt-in
Single opt-in, also known as simple confirmation, is very similar to soft opt-in. The only difference is that, in this conversion strategy, the visitor needs to check a box on the form confirming that he agrees to receive emails from your company.
It is important to clarify that, in the event that said box is already marked, this will be considered as a soft opt-in, and not a single opt-in.
In this strategy you reduce a bit the quality problems caused by the soft opt-in, but there will still be many incorrect and/or non-existent emails converting. You will continue, even, subject to having a spam trap as a Lead, for example.
Double opt-in
Double opt-in, also known as double confirmation, is the safest conversion strategy. It basically works by sending a confirmation email of interest to the Lead after converting in one of your forms.
In this way, in addition to executing the conversion action, you need to open the confirmation email and click on the link sent to, only then, be available to receive emails.
This strategy guarantees a valid list, since incorrect or non-existent emails will be discarded, and also a more committed list, since the Leads that actually convert will have proven interest in receiving your emails.
Another advantage of this strategy is the fact that the Lead, having to open and click on your message, causes a high engagement with your emails, so you have more chances of having a good deliverability for those Leads in the future.
The negative point of double opt-in is that it will undoubtedly decrease your conversion rate , since invalid Leads will be excluded from that account and, even, some valid Leads will never complete the double confirmation process. For this reason, it is interesting to verify what is more important to you at this moment: quantity or quality.
Bonus: opt-out
It is just as important to let new people convert and become your Leads as it is to allow them to leave your base. The opt-out is exactly that: the possibility that a Lead or client has of asking to be removed from your list.
Thinking of engagement as one of the main catalysts for your deliverability, it doesn't make sense to keep sending emails to a person who has no interest in your content.
Also, if that lead or client doesn't find a way to unsubscribe from your list, they will probably mark your email as spam , which will be much more detrimental to your deliverability.
These are some of the points you need to know in order to have a healthy Lead base and, consequently, achieve success in Email Marketing campaigns.
To learn more about strategies for sending emails, download our Guide to Email Marketing in Practice for free and find out the best tips to escape the spam box.
