According to one study, the double opt-in procedure is used by are large proportion of decision makers and raises customers’ acceptance of the medium. Legally, this is also the safest registration option to date, when it comes to registering new users. But a recent decision of the Berlin court was confusing for email marketers
Double opt-in better in every way
What does double opt-in mean? The user creates an account in an online shop or subscribes to a newsletter. The user then gets a confirmation email with a link which has to be clicked to complete the process – so far so good.
But the courts in Berlin decided that alone the confirmation mail can count as undesired mail. The courts owe us an answer as to what you can do instead to this day.
Never the less, according to Argetic the double opt-in procedure is still more popular than the single opt-in/opt out process… 92 percent of the 600 decision makers surveyed see better data quality with the double opt-in than with other methods. It is also assumed that customers will show more acceptance for the double opt-in than for the legally questionable opt-out method for instance.
- Single opt-in: extra confirmation via a link in an email is not necessary here. For instance, the user just needs to click on a newsletter to subscribe.
- Opt-out: the user is selected from a distribution list without their permission and can only de-register after receipt of an (advertising)email. This method is not recommended, as it is insecure and legally dubious.