To Double Opt or Not, That is the Question

“I find this discussion about single opt-in versus double opt-in a challenge, sir,” I began my weekly discussion with The Effective Detective.

“A challenge, Watson? Pray, in what way?” The Detective responded with genuine curiosity.

“I see the point in using double opt-in as a way to ensure that people are truly interested in joining your list, but with the vagaries of email these days, isn’t it possible that you will lose some people’s interest? Haven’ t they already shown their interest by filling out the form or asking you to be put on their list?” I explained.

“Ah, that is a problem, Watson. The rise of spam has meant people are all the more cautious. Which is exactly why double opt-in is so valuable, especially when you are giving away valuable content. Let us not kid ourselves, we give away content to educate and entice. We want people to understand that we have something to offer them. Something that can help them, whether it is in their business or life,” The Detective paused, allowing me to, once again, jump in.

“Then why not utilize single opt-in, in fact, why not just take their general interest as a sign that we can begin to communicate with them?” I interjected.

The Detective gave me one of his sidelong glances, indicating he was about to school me in something. I sat back and waited to be schooled.

“Watson, this is what makes our weekly discussions so much fun. You invariably take a ‘devil’s advocate’ side. It is refreshing,” The Detective smiled.

“I try, sir,” getting one last word in edgewise.

“However, with possibly a few exceptions, double opt-in is the superior device. Tell me Watson, do you really want a list full of people who really aren’t paying attention after they have that initial give-away? Or would you rather have a list where at least the majority of members are reading at least some portion of your emails?” The Detective started. I sensed this was a rhetorical question and held my tongue to allow him to continue.

“The answer should be that you aim for quality. Single opt-in is more convenient for the user. However, single opt-ins are more likely to  opt-out of your list. They are more likely to forget that they gave you permission. They are less likely to open anything further from you. The reality is that if some of these huge lists that were built with minimal permission were required to re-opt-in the drop-out rate would be substantial.

“You should want to feed your pocket-book, not your ego. It really is as simple as that,” The Detective settled back into his chair.

“You said there were a few exceptions, sir,” I gingerly brought up.

“That discussion is for another time, Watson.”

“Of course, sir.”