| Opt-in Email in Theory and Practice |
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Double ConfirmationOpt-in email comes in a variety of forms. A "single" opt-in list is created by inviting members to join via a web form; once they submit the form, they're signed up for the list. If you add another step — requiring that all new members confirm their subscription via email — then your list is double opt-in," also called "double confirmation." Double confirmation validates that an email list is truly permission-based, and it has become the standard best practice for qualifying a list as a legitimate, non-spam means of business communication. Lyris email marketing solutions make permission-based email fast and hassle-free by automating the opt-in process. The confirmation request is delivered to the new member immediately so that the desire to join your list is still top-of-mind. This means the member is far more likely to complete the confirmation process. Failsafe ConfirmationAfter the confirmation request is delivered to a new list member, the recipient must take action to confirm membership. This failsafe confirmation simply requires new list members to click "reply" and "send" to the confirmation request. Two clicks, that's it — no complicated steps, no cryptic commands to learn. Your members will be satisfied, your list will grow in size, and your email communication will meet the highest opt-in standards. Why Double Opt-in Is ImportantAt Lyris, we are firm advocates of the double opt-in practice. Double opt-in is the most ethical way to create a list, and helps build more valuable membership lists. Owners of double confirmation lists command higher advertising rates because their lists are 100% permission-based, and therefore garner better responses from readers. Double confirmation is also the only safeguard against being blacklisted by various anti-spam organizations on the Internet, which as a matter of policy now block email marketing from lists that are not double opt-in. Blacklisting is a serious threat: it can shut down a list almost immediately, cost thousands of dollars in lost revenue, and destroy your credibility with advertisers and business partners. The best way to avoid blacklisting is to run a double opt-in list. Finally, double confirmation makes list administration easier, and helps keep an email list clean — that is, comprised of valid addresses and willing subscribers. Clean lists are delivered faster, because the server doesn't spend time retrying bad addresses. ### Related Resources:
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Opt-in email is all about permission-based contact. By sending email marketing campaigns only to people who want it, you differentiate your messages from spam and increase the value of your list, among other benefits.
