|
 |
|
Opt-In
Email Subscription Best Practices
Now that spam is a dirty word as well as a sub-standard meat product, there’s a lot of confusion over what constitutes ethical email subscription practices. To avoid being labeled a spammer (oftentimes guilty until you prove yourself innocent); use the following overview as your guide.
Opt-Out – they must actively ask to be removed
Recipients are added to the list without their express permission – usually through a previously existing relationship. They remain there until they request to be removed.
Single Opt-In – one chance only
Recipients add themselves to your list by filling in a form on a website, sending an email to a specific address or filling in a Business Reply Card (BRC) No confirmation email is sent, nor is the subscription verified in any way.
Common problems that occur with this type of subscription are erroneous, forged or false addresses, all of which mean a missed opportunity for future communications.
Confirmed Opt-In – instant verification
Recipients add themselves to the list. Immediately they receive an e-mail to confirm their subscription, offering them an opportunity to actively opt out. If no action is taken, they remain on the list.
This is a generally suffers from the same problems as the single opt-in. But the problems of single opt-in are lessened if the notification message is sent immediately if not sooner after subscription.
Double Opt-In – the gold standard
After a recipient joins a list, a confirmation message is sent to the address. Some sort of response (email reply, clicking on an embedded link, etc.) must result to activate the subscription. If no action is taken, no further emails are sent.
So there you have it, if you have an email newsletter, the subscription method you choose is ultimately your decision and involves a balancing act of frequency, content and audience.
|
|
|
|