You know what might really help your email outreach? Making all the people who give you their email addresses indicate a second time that they actually, really, genuinely want to receive messages from you.
Sound crazy? It isn’t.
At first glance, the benefits of requiring a double opt-in (DOI) might be hard to see, especially compared to the potential downsides. After all, what if your customers decide that they don’t want to receive emails from you, now that you’ve been nice enough to give them a second to think it over? But that’s the wrong way to think about it. Customers who don’t want to receive emails from you aren’t customers who are going to engage with the emails you send their way. And the downsides of sending emails to people who don’t want them are very real…
Embracing the Double Opt-In: How It Can Be an Email Blessing, Not a Curse
