Email Fashion, Double Opt-in Is The New Black
Published by Margaret May 30th, 2007 in Email Marketing, List Growing, Retail Marketing, Shopping Center Marketing.
Everyone has an email list these days. But what separates the Kate Moss’s from the Ugly Betty’s is their sign-up process. Your list MUST be double opt-in, or you’ll suffer the ridicule and derision of the email runway goddesses, your reputation in tatters, your voicemail without messages, your Saturday nights dateless. Double opt-in is the new black.
[Full story at adotas.com]
Well put!
I never understand why some companies are reluctant to do a double opt-in - I mean, yes, some people will never confirm, however, these are the people who will probably never open, click or purchase from your emails! It’s even possible due to deliverability barriers, they aren’t even receiving the emails!
In an industry where cost is often drawn by how many names are in your database, why would you want unresponsive names in there?