Double Opt-In Workflow

Double opt-in is a process used in email marketing and subscription services where users are required to confirm their email address and express explicit consent twice before being added to a mailing list or receiving further communications.

While double opt-in offers several advantages, it's important to note that the effectiveness of email marketing also depends on the content quality, relevance, and frequency of communications. Overall, the goal is to create a positive and engaging experience for subscribers while adhering to privacy regulations.

Reasons for Having a Double Opt-in

1. Confirmation of Intent:

- Double opt-in ensures that individuals genuinely want to receive communications from a particular service or organization. By confirming their email address and expressing consent twice, users are more likely to be engaged and interested in the content.

2. Reducing Spam and False Sign-Ups:

- Single opt-in systems are more susceptible to spam and false sign-ups. With double opt-in, the chances of fake or incorrect email addresses being added to the list are reduced, as users must actively confirm their subscription.

3. Compliance with Regulations:

- In some regions, there are strict regulations regarding electronic communication and data protection, such as the General Data Protection Regulation (GDPR) in the European Union and Google / Yahoo Email Authentication requirements. Double opt-in helps businesses comply with these regulations by ensuring that users explicitly consent to receiving communications.

4. Improved Deliverability Rates:

- Email service providers (ESPs) and mail servers may view double opt-in as a positive signal of user engagement and legitimacy. This can result in higher email deliverability rates, as ISPs are more likely to route emails to the inbox rather than the spam folder.

5. Building a Quality Subscriber List:

- Double opt-in helps in building a more valuable and engaged subscriber list. Since users have actively confirmed their interest, the likelihood of having a responsive and interested audience is higher, leading to better open rates and interaction.

6. Enhanced Brand Reputation:

- Implementing double opt-in demonstrates a commitment to ethical marketing practices and respect for user preferences. This can enhance the brand's reputation, as users are more likely to trust and appreciate businesses that prioritize transparency and user consent.

How to Create a Double Opt-In System

There are 3 key pieces to creating a Double Opt-In system. They are the webpage or funnel page, trigger link, and workflow. Once you have this connected, you will need to connect your existing opt-in forms to the Double Opt-In system.

Create a Double Opt-In Funnel

  1. Double Opt-In Instructions Page
    1. The purpose of this page is to advise the new subscriber of next steps.
  2. Double Opt-In Confirmation Page
    1. The purpose of this page is to inform the New Subscriber that they have completed the subscriber process.

Create a Trigger Link with the Double Opt-In Confirmation link

  1. Copy the URL for the Double Opt-In Confirmation page
  2. Go to Marketing >> Trigger Links
  3. Add a new trigger link titled Double Opt-In Confirmation

Build a Double Opt-In Workflow

  1. Trigger based on your Opt-In form being submitted
  2. Add a tag for Subscriber - Not Confirmed
  3. Add an Email asking them to confirm they want to receive emails from you
    1. You may want to add a 2nd email in the next couple of ours or next day.
  4. Add a Goal waiting on the Double Opt-In Confirmation trigger link being clicked
  5. After the Goal is met, add a tag Subscriber - Confirmed

Connect Your Opt-In Forms to your Double Opt-In Process

  1. Create an Opt-In Form for Lead Magnet or Newsletters
  2. Redirect form submissions to your Double Opt-In Instructions Page
    1. Go to Sites >> Forms >> Select your form
    2. Select the Form Settings >> Options
    3. Set to On Submit to URL
    4. Add your Double Opt-In Instructions Page URL

You will need to repeat this step on all of your Opt-In Forms.

Change Your Subscriber Smartlist to Only Confirmed Subscribers

To be fully compliant with the GDPR Double Opt-In requirements, you will only be able to email Confirmed Subscribers or those that have double opted in.

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