Email Marketing RulesThe Verdict on Single Opt-In vs. Double Opt-In
We’ve heard the case for single opt-in (SOI) and the case for double opt-in (DOI). And we have also heard public opinion on the matter, which is nearly evenly split.
After weighing all the evidence, we’ve come to the following three opinions:
- Single opt-in just isn’t an option for everyone.
- Boiling permission down to single opt-in vs. double opt-in is a gross oversimplification as that puts all the focus on confirmation, which is only one component of an opt-in.
- Single opt-in and double opt-in both have a place in many organizations.
>> Read the full post on the Litmus blog
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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