Email is a valuable resource for your campaign because it is the universal app – every voter has an email address. But it’s not just about sending emails. They only work if recipients open and read your messages.
Using a double opt-in for adding supporters to your campaign email list is a helpful strategy for improving the delivery and inbox placement of your emails.
How Does Double Opt-in Work?
Double opt-in is a two-step process. It begins when a subscriber initially signs up to receive emails from your campaign. Instead of automatically adding them to your mailing list, a double opt-in process sends a confirmation email to the subscriber, requiring them to click a link to verify their interest. This means they opt in not once, but twice, hence the term "double opt-in.”
What Are The Benefits Of Double Opt-In?
First, it ensures that your supporters understand that they are signing up to receive emails from you and that sets the relationship off on the right foot.
More importantly, it generates engagement signals with that subscriber. When their inbox provider sees them clicking the confirmation that shows they want emails from you and will ensure better deliverability in the future.
How Do You Write A Good Double Opt-In Email?
Crafting an effective double opt-in email is key to ensuring a smooth confirmation process. Here are a few tips to guide you:
- Keep it Simple: Your email should be straightforward, explaining that the recipient needs to confirm their subscription. Clarity is king.
- Be Persuasive: Remind them of the value they’ll get by subscribing, whether it’s insider information, early updates, or exclusive content.
- Personalize: Use their name or other personal information to make the email feel more direct and engaging.
- Call to Action: Make the confirmation link or button prominent and easy to find. The simpler the action, the higher the conversion rate.
What If Someone Doesn’t Double Opt-In
Not everyone will complete the double opt-in process, and that’s okay. While you shouldn’t email those who haven’t confirmed, you still have valuable data. This information can be utilized for custom audience targeting on social media, retargeting campaigns, or peer-to-peer (P2P) outreach efforts to re-engage these potential supporters.
Conclusion
Yes, double opt-in requires an extra step, both for you and your subscribers. However, the benefits—a more engaged audience, better email delivery, and ultimately, a more effective campaign—are well worth it. Keep it simple, straightforward, and focused on the value for your subscribers, and you'll see the difference it can make.
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