Double Your Chances for Internet Marketing Success with Double Opt-In Mailing Lists

For email marketers, building a strong internet marketing base is all about names – not just about whom you know but also about who knows you.  In this case, having an opt-in mailing list is a good idea not just to build traffic but also to ensure that whoever subscribes to your list got there because they truly want to.

One of the ways that a subscriber can do this (short of tearing off a return card and mailing it to you) is to allow him to join a double opt-in mailing list.

How the double opt-in mailing list works

The double opt-in is essentially a single opt-in, except that there's one extra step.  Once a customer agrees to subscribe to your mailing list by providing his name and email address, send him a confirmation email which essentially states that he chose to subscribe to your email list to receive this and that information. 

This email can either provide a link for the subscriber to click to confirm his subscription (essentially double-confirming his request for inclusion) or requesting him to send a reply to your email (usually a blank message). 

If a subscriber performs either of the above tasks, he performs a double opt-in procedure.  This only means one thing: he is genuinely interested to receive whatever news, tips, guides, articles or promos you might send him in the future.

This method of asking for permission essentially does away with misunderstanding and makes way for a highly targeted and focused campaign that both the internet marketer and the subscriber can benefit from.

No, it's not spam.

Email messages sent through single opt-in mailing lists are usually mistaken for spam and with good reason.  Many unscrupulous marketers have used this technique to attack their subscribers from all sides, disregarding their subscriber's interests and freedom of choice.

A double opt-in list will solve this problem, since a subscriber knows exactly why he receives certain information and promotions in his email.  He cannot accuse an internet marketer of spamming him, since his name and email address were obtained with his permission.

Expanding your double opt-in mailing list

One of the ways to ensure that you do not throw away potential subscribers is to create a website that is designed to gather information from your visitors.  Have a form ready with easy-click menus or multiple choices to make it easier for your visitors to provide replies and information.

Each time a purchase is made from your site, send someone a short query asking them if they want to receive mailings regarding news, tips and promos from your site.  You'll never know until you ask, so throw the question at them in a nice way and you might be surprised at who'll turn up.

Promote your site and its services as much as you can.  When you're still trying to build your market base, you are your own best admaker.  Don’t hesitate about promoting offline – send out flyers, brochures, ask for business cards, get people to sign up even when they're not online.

If you use order forms, provide a check box at the bottom to ask your customers if they would like information about product promotions, updates and news.  Give them every opportunity to let you know what they like and what they will gladly pay for.

Why quality matters vs. quantity

A double opt-in list is an excellent way to whittle your mailing list into quality subscribers.  Since only interested subscribers' names are in your list, you won't have any problems regarding wasted effort and a highly diluted campaign.  A smaller but quality double opt-in list is way better than a huge, poor-quality mailing list.  You'll get better responses and enjoy a more effective email campaign.