Campaigns built on explicit user permission win every time compared with the "spamming" mentality of opt-out email campaigns. Double opt-in, demanding explicit permission plus explicit confirmation, has a positive effect on both acquisition and retention marketing. The response rates for opt-in and double opt-in email campaigns make these the only choice for email-savvy marketers. Opt-out lists are widely available in Europe. These lists appear cheap and effective but yield low returns - around 1%.
At present, there are a limited number of double opt-in lists available in Europe. However, this is sure to increase in the future.
Just by failing to send a confirmation email, marketers can compromise the future of a healthy database, through increased cancellation rates and lower click-through rates. By asking users what kind of information they are interested in receiving with double opt-in, marketers can preserve and enhance customer relationships and vastly improve the ROI of retention marketing via email.
By assuming user consent in the absence of a specific denial, online marketers will upset users and boost cancellation rates. Lack of explicit user consent will quickly erode a database. Furthermore, because most of the messages will be perceived as irrelevant and intrusive, they have the potential to damage the brands associated with them.
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