4 Ways to Maximize Double Opt-In Confirmations
One of the many impacts of Apple’s Mail Privacy Protection is that it’s now significantly more difficult to determine whether a subscriber is active or inactive. This challenge has led to a decline in deliverability rates and contributed to a spike in Spamhaus listings, with many marketers feeling forced to take greater risks as they lose visibility into the engagement of their Apple Mail users. In the not-too-distant future, growing deliverability problems will compel marketers to find ways to reduce these risks.
One such way is to make broader use of double opt-in (DOI). A DOI confirmation process is a valuable tool for protecting your sender reputation and email deliverability, especially when used for offline sign-ups, open sign-up forms, highly incentivized sign-ups, co-registrations, and other subscriber acquisition sources that tend to generate high bounce and complaint rates.
However, many brands hesitate to use DOI because they feel requiring people to confirm their subscription by clicking a link in their sign-up confirmation request email causes fewer people to complete the subscription process. Of course, that’s absolutely true. After all, the primary purpose of a double opt-in process is to screen out risky sign-ups, so you’d expect some addresses to go unconfirmed.
In an ideal world, all email addresses that aren’t confirmed would be spam traps, email bots, malicious sign-ups, and people who aren’t really interested in receiving your emails and will likely unsubscribe or report your emails as spam. However, we know that some truly interested people never confirm their subscription for a variety of reasons.
To minimize that as much as possible, follow these four best practices.