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Why Your Campaigns Need Confirmed Opt-In To Succeed

Confirmed opt-in, or double opt-in, can build your email marketing rep, improve your deliverability, and cut back on spam complaints.

If you're serious about email marketing, you know that reputation is everything. Your email marketing campaign success will depend heavily on following the rules: getting opt-in permission, honoring unsubscribe requests and following good email marketing practices. But when it comes to permission, there really is only one method – confirmed opt-in – that delivers the reputation you strive for. Here's a quick guide to confirmed opt-in.

How does it work?
A customer signs up for your email or email newsletter service.
You send the customer an email with a link they can click on to confirm their subscription.

Once a customer clicks on that link, you have total, confirmed opt-in permission. If they don't click on the link, you should not jump ahead and email them.

The benefits:
It cuts back on fraud. If people sign other people up without their knowledge, you may get hit with a spam complaint. However, with closed opt-in, only the person who signed up can confirm the subscription.
It improves your delivery. Email and Internet providers are less prone to filtering out emails that use a confirmed opt-in method.
It gives you proof. On occasion, a confirmed opt-in customer will forget that they signed up for your HTML email or newsletter and, in turn, report you as a spammer. That clicked confirmation link is fantastic proof showing that your customer did indeed opt in.

While it might seem a bit excessive to send a confirmed opt-in email, the practice can deliver three major things: more customer trust, a better email marketing reputation and a solid, permission-based frame work that leads to better delivery.

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