Morning Dough
To: Dough Readers

EMAIL MARKETING

Which is Better: Single opt-in or Double opt-in?

Every business owner or marketer asks himself every time they create a new email list, which is best: single vs double opt-in. In fact, this debate has been occurring for many years.

And as with most things in life, there’s no definitive answer. Because it really depends on your long term strategy and what you need to achieve with your email marketing.

Marketers are so divided by the question that in a 2016 worldwide poll carried out by Litmus, the results were pretty close. Just over half of respondents said that single opt-in (SOI) was best. While the remaining 46.5% chose double opt-in (DOI).

What’s the Difference Between Single and Double Opt-in?
The key difference between single and double opt-in is whether subscribers have to confirm their subscription to your mailing list after providing their email.

Or whether they’re instantly signed up – no further action required.

With single opt-in, all you need is an email address and you can start sending email campaigns straight away. While with double opt-in, you rely on new subscribers confirming their subscription via a link before you can start emailing them.

Each has their merits, as we’re about to find out.

Single Opt-in – The Pros And Cons
Single opt-in simply requires new subscribers to give their email address. This is usually via a sign-up form or bar on your website. Or via a dedicated landing page.

Either way, once that email address is submitted, that subscriber is on your mailing list and ready to receive your emails.

Read more here.

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