Opt-Out vs. Opt-in vs. Double Opt-In

So you've probably heard about "opting" in or out, right?  A lot of people ask me what this means, so I'm going to explain exactly what you need to know about this.

If you are planning an e-mail marketing program, it is critical that you know what these terms mean, so you can make sure you do the right thing for your customers. Essentially, you'll want to use a "double opt-in" process for your subscribers.  Now, some basic definitions to help you.

Opt-Out List - Subscribers are added to an email list without their permission.  They are expected to "opt-out" or rather, unsubscribe from the list, in order to get their address off the list.

Opt-In List - Subscribers add themselves to the list using a form on a web page.  They subscribe because they believe (based on the information being promised to them) the information will be interesting and/or valuable to them.

Double Opt-In List - Similar to the Opt-in list, in that subscribers add themselves to the list by filling in a form on a web page.  The difference is that the subscriber must verify their sign-up via a specially coded link sent to them in an email after their initial sign up.  After the subscriber clicks the link, they are added to the list, and not before.

Are you thinking that double opt-in seems rather complicated and a lot of work?  It's true that initially it's more work for the list collector because it requires extra work to set it all up.  Then it's more work for the subscriber because they have to wait for the email and click on the link after they subscribe.

So why would I tell you that this messy annoying complicated process is the preferred method?

1. It indicates to your members that your intentions are pure and your content is spam-free.  Using double opt-in means you're not just in the business of collecting names, but you really are trustworthy, and truly want to add value to their lives.
2. It helps the list stay spam-free.  There are automated programs out there that look for lists and membership sites to join in order to try to advertise to or scam the members.  The automated programs are not very sophisticated, and they cannot handle the double opt-in process.
3. In several countries in Europe, double opt-in is the only legal way to add someone to your email list.  Eventually the US will probably adopt this legislation as well.  Might as well do it right now and not have to worry about it later.
4. If a subscriber "forgets" they joined your list, they can report you for spamming them.  If you are investigated, you can use your double opt-in process as proof that the subscriber joined your list of their own accord.
5. It helps to qualify your leads.  People who work harder to get your content are naturally more interested in what you are offering.
6. It is good Karma.

Using a double opt-in process is harder to implement, but in the end it's well worth the benefits.

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