by Jeannie Schuett

August 2002 Issue - EmailLabs Newsletter

Two things are pretty common in today's world: email marketing and coffee. Most of you have been to Starbucks and have had to choose from the dozens of coffee options. In fact, you can't just order "coffee" without the cashier looking at you curiously. You don't have a choice; you have to select a tailor-made coffee to fit your needs. So if we pay this much attention to the little decisions, such as our coffee order, why wouldn't we pay just as much attention to other seemingly small decisions such as our method of gathering emails?

What many people don't realize is that your method of gathering emails, your opt-in method, should also be tailor-made to fit your company's needs and goals. It isn't just opt-in anymore. There's opt-out, confirmed opt-in, and the double opt-in (or double latte, non-fat, no foam, please). You may think that all you want is to have people subscribe to your newsletters. But the way that they subscribe says something to them, positive or negative, about your company. So what do the various methods of opt-in mean?

Opt-In

An opt-in list means that you've put a form on your website where a visitor can enter his email address, hit submit, and start receiving your emails. It's as easy as ordering just plain old coffee.
Downfalls: This is not guaranteed permission. Anyone can enter an email address, whether it's his or not. This method can potentially damage your company by signing up someone who really did not want your emails. Your chance of making a good first impression on this accidental recipient has already been lost before he knows anything about your company.
Positives: An opt-in list makes it easy for someone to sign up. It requires minimal effort from your website visitor.

Opt-Out

Opt-out means that you've placed something else on your site for free, or given your visitors the chance to sign up for something else along with a pre-checked box that will subscribe them to your list.
Downfalls: Though they may have signed up for your "free" item, they may not necessarily realize that they are also signing up to receive your emails. Many people are in a hurry and don't read the "pre-checked" boxes. Whether they unchecked the box or not, they often do not remember that they requested your emails and therefore your company's image can be damaged.
Positives: It's an easy (and legal) way to add people to your list. You're providing them with the option to uncheck the box if they're not interested, so while not making a conscious effort to opt-in to your list, they haven't denied it, either.

Confirmed Opt-In

A confirmed opt-in gathers emails in exactly the same way an opt-in does. However, it also provides a confirmation, or welcome email, back to the email address entered. This alerts the person that they have been subscribed to your list, and gives them the option to unsubscribe if it was in error.
Downfalls: Subscribers, just like you and me, receive hundreds of emails each week. And what seemed good ten minutes ago may now just add more email to their inbox. With the confirmation email, they have the ability to change their mind before receiving a single email from you.
Positives: A confirmation email confirms to both you and your subscriber that they were the intended recipient of your communications, and also provides you with an opportunity to let them know the value your emails can provide.

Double Opt-In

A double opt-in gathers emails from your website, but rather than add them immediately to your list it holds those email addresses and sends a secondary email requiring a response to opt-in to your list.
Downfalls: ClickZ reports that those who use double opt-in as a method of building their email list lose about 40-60% of those people who initially signed up.
Positives: A double opt-in confirms without a doubt that your subscribers have requested to hear from you, suggesting they are truly interested in your company. Since it requires an extra step to opt-in to your newsletter, you know that your database list is comprised of very strong leads.

What's the Best Option?

So while you're standing in line at Starbucks ordering your grandé, low-fat, double mocha sans whip, consider the subscribers you're looking for. Do you want quantity, quality, or a mixture of both? Look at the types of subscribers you'll acquire with each option and decide what's most important to your business…a larger number of subscribers, or a smaller, more interested list.