‘Double Opt-In: Then, Now, and When It’s a Best Practice’ – ClickZ Blog
Jeanne Jennings says, “What’s the argument for using a double opt-in email marketing campaign as opposed to a single opt-in one? Read on to find out.
It’s been a long time since the phrase “double opt-in” has crossed my lips, but it came up in not just one but two different conversations in the past few weeks. Both were friends that work in the digital marketing and product development world and they’re really good at what they do. But email isn’t their primary wheelhouse, like it is mine.
So it was interesting that both considered double opt-in the way that email marketing acquisition should be done. One reminded me that, back when we worked together in 2000, I was a very strong proponent of double opt-in. That’s true; but I’ve changed my stance. While I’m not anti-double-opt-in (full disclosure: my email newsletter is and always has been double opt-in – read on to learn why), there are times when it makes sense to go double opt-in and other times when single opt-in is just fine”.
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