There are 2 Types of Optins: Single & Double.
Let’s understand the difference between Single Optin (or just optin) & Double Optin in Email Marketing.
1st Case: Let’s say Romeo builds a web page..
He is offering a FREE eBook in exchange of visitor’s first name & email.
Once any visitor fills in the information and clicks on the Download button, the visitor would be redirected to another web page where he would be able to get the downloadable eBook.
Along with this redirection, the visitor would also receive one Automated email which would be acting like a Thank you email for visitor taking an action on Romeo’s web page.
If we talk about the activity done by the visitor to get the ebook, then we can say that he / she only did ONE SINGLE activity which is filling out the form.
2nd Case: Romeo builds another web page.
He is offering a FREE video course on email marketing in exchange of visitor’s first name & email.
Once any visitor fills in the information and clicks on the “Access the videos” button, the visitor would be redirected to another web page where he would have a message quite similar to the one mentioned below:
“Thank you for entering your information. We have sent you an email to confirm your details and subscription. Please check your email with a subject line……….”
Along with this redirection on confirmation message web page, the visitor would also receive one Automated email which would be asking the visitor to click on the link inside the email to confirm the access to the video course.
Once the visitor clicks on the link inside the email, he / she would be redirected to Romeo’s web page where the visitor will now finally have access to the offer (free video course) + the visitor would receive an acknowledgment email (autoresponder) having the video course link as well.
If we talk about the activity done by the visitor to get access to the video course, then we can say that he / she did TWO activities which is filling out the form & then confirming the details by clicking on the link in the confirmation email.
To summarize the above 2 cases:
- We can say that 1st case where the visitor did only 1 activity to avail the VALUE provided on Romeo’s webpage is called Single Opt In & 2nd case where the visitor did 2 activities is called Double Opt In.
- Email addresses on a (single) opt-in list are not confirmed. Anybody can submit anybody’s address to the list, and it will be there until it is unsubscribed.
- On a double opt-in list, all email address must be confirmed before they are added. A request for confirmation is sent to the submitted address and the address owner must take some action to confirm that she is the owner of the email address, the address is working and she indeed wants to subscribe.
- Most often, the confirmation action is as simple as replying to the confirmation request or clicking on a link.
Advantages for Subscribers by having Double Opt-In
The twice confirmatory method of Double Opt-In helps in eliminating the chance of abuse where somebody submits somebody else’s email address without their knowledge and against their will to grab some value (offer) from the website.
At the same time, simple mistypes of email addresses are also caught.
The wrongly typed address will not be added to the list automatically, and the user who did want to sign up but made a typo possibly will try to subscribe again—this time, it is to be hoped, with the correct address.
Advantages for List Owners & Marketers by having Double Opt-In
Since only people who have the intention to remain on a list end up on it, and messages are more targeted. This will definitely increase the conversation rates with lower un-subscription rates.
Double opt-in also guards against accusations of spamming, say by forgetful users or by malicious competitors.
Hope this was helpful.
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