Single opt-in is used in email marketing to add new contacts or subscribers to your email list without a second verification process. It occurs when a user subscribes or signs up for an email marketing list, and no email verification is required.
They just fill out the signup form for record-keeping purposes and submit it, then they are immediately added to the list. There is no additional layer of security and some marketers do not like this method.
However, marketers looking to grow their audience very quickly, especially e-commerce businesses usually request a single opt-in method to streamline the sign up process and encourage people to join the email list. It is particularly useful for people who sign up for your email using mobile devices because they are easily distracted and may not want to partake in an email verification process.
Another advantage of the single opt-in method is that it reduces the friction in the signup process and makes it more encouraging for people to sign up. However, you may end up having a large list with many invalid emails or subscribers who are not interested in your campaigns.
What are the Benefits of Using a Single Opt-in
- It is very straightforward for users, offering ease of use and simplicity. This can increase click-through rates, enhance user experience and more sales conversions.
- The single opt-in method removes every form of barrier that might discourage the subscribers from completing the signup process, especially for audiences who are not tech-savvy.
- This method also encourages rapid list growth and is an efficient way to build a subscriber list.
- You don’t have to monitor and manage confirmation statutes when people subscribe to your email list, so your workload will be reduced.
- Subscribers can start receiving emails immediately and they can immediately start engaging your brand.
What are the Risks of Using a Single Opt-in
- Increased bounce rate and low-quality email list as you will have many invalid emails on your email list, this can even taint your reputation.
- Increased spam complaints because some people may not be too interested in your business or might even forget that they signed up for your email list.