Tip of the week 68: The specifics of double opt-in method

While configuring your signup form, you have probably seen your software saying, "By default, this signup form is double opt-in enabled." This is because the makers believe that double opt-in has deep-rooted benefits for your email deliverability (read: inbox placement). So in this tip-of-the-week edition, I'm going to share an use case (for double opt-in) that nullifies an otherwise serious problem.

Note: Recently, we published a blog explaining: why marketers should prefer double opt-in to single opt-in, how double opt-in ensures superior email deliverability, and more. If you'd like to extensively know double opt-in before proceeding further, you can read the blog here.

Use case

We all run events and conferences. And we all collect email addresses of leads.

However, how do we know that they're primary or constantly-used email addresses and not dormant?

Explanation

While I can hear you asking, "Why should I know that in the first place?", there's an email-deliverability-based reason behind it. When you send emails to addresses that have crossed the inactivity-period limit (set by ESPs like Gmail, Zoho Mail, Yahoo, and more), you'll be premeditatively considered a spammer.

Now comes a question: Why do ESPs have the concept of inactivity period in place? The ESPs convert the inactive addresses into spam traps and use them to get hold of spammers.

The reasoning is: If you're not cleaning your mailing lists to remove inactive contacts (and continue sending emails), you're not giving importance to subscriber preferences. This puts you in a spot of bother by directing your emails to the spam folder.

How double opt-in helps

With double opt-in, only people who click the confirmation link sent to the mailbox become your email contacts. Supposing there's a contact closing in on the inactivity period, s/he rejuvenates their account by engaging with the confirmation link. This, in turn, helps you avoid adding inactive addresses and its consequences.

Let's bring the use case into play now. The next time you're hosting an event ensure having your (double opt-in) signup form in the form of a QR code. That way, your audience can scan and quickly access the confirmation link using their handheld device.

I hope this helps! Stay tuned to this space for more tips and tricks.

Regards,

Aravindhan S