{"id":45570,"date":"2021-07-30T13:03:53","date_gmt":"2021-07-30T06:03:53","guid":{"rendered":"https:\/\/act.com\/email-confirmation-for-subscription-marketing\/"},"modified":"2023-03-21T10:49:45","modified_gmt":"2023-03-21T17:49:45","slug":"email-confirmation-for-subscription-marketing","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/email-confirmation-for-subscription-marketing\/","title":{"rendered":"Why you should use email confirmation for subscription marketing"},"content":{"rendered":"\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-6310\" src=\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/2021\/07\/Sales-Techniques-1024x536.png\" alt=\"\" width=\"716\" height=\"375\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p>What is email confirmation (AKA \u201cdouble opt-in\u201d) and why is it considered a best practice of email marketing?<\/p>\r\n\r\n\r\n\r\n<p>The idea is simple: Send one (and only one) email to your subscribers asking them to confirm their intent to receive your marketing email by clicking a confirmation link:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>Recipients that click to confirm can be sent the subscription email they\u2019ve requested.<\/li>\r\n<li>Recipients that don\u2019t confirm should not be sent any further marketing email.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>This effectively gates your email marketing list so that it only includes subscribers that:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>Have correctly input their email address (no typos)<\/li>\r\n<li>Are real humans (no bots)<\/li>\r\n<li>Actually want to receive your marketing email (were not signed up by mistake, or by a person other than the owner of the address)<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">A best practice for good reason<\/h2>\r\n\r\n\r\n\r\n<p>\u201cBut what\u2019s the harm in sending to unconfirmed addresses? Wouldn\u2019t I be missing out on potential sales if I don\u2019t follow up with these leads?\u201d<\/p>\r\n\r\n\r\n\r\n<p>This is a common misconception, and the inverse is actually true. Unconfirmed addresses have the potential to be spam traps and to generate spam complaints at a much higher rate than confirmed addresses. Spam traps and spam complaints will damage your sender reputation, which in turn reduces your email deliverability for all of your email campaigns, meaning you\u2019ll be missing opportunities to engage with leads that are actually interested. By using email confirmation, you can verify that newly subscribed addresses are not spam traps, and that the recipients both want and expect your marketing email, which is critical to maintaining a pristine <a href=\"https:\/\/dev-inproduct.pantheonsite.io\/en-gb\/the-key-to-inbox-placement\/\" target=\"_blank\" rel=\"noreferrer noopener\">sender reputation<\/a>. Like any best practice designed to protect your sender reputation, email confirmation helps you maximise deliverability for high priority leads that are verified and interested &#8211; the ones that are most likely to convert.<\/p>\r\n\r\n\r\n\r\n<p>Email confirmation won\u2019t completely protect you from spam traps, but it will at least limit the amount of damage incurred to your sender reputation by preventing high-risk addresses from receiving ongoing marketing. If you do get a spam trap address on your list, at least you\u2019ll only send to it once. This limit also helps prevent your automated campaigns from being commandeered by nefarious bots as a means to overload another person\u2019s inbox (AKA list bombing). When used in concert with other best practices like <a href=\"https:\/\/dev-inproduct.pantheonsite.io\/en-gb\/a-guide-to-email-marketing-list-hygiene\/\" target=\"_blank\" rel=\"noreferrer noopener\">regular list hygiene<\/a> and obtaining <a href=\"https:\/\/dev-inproduct.pantheonsite.io\/en-gb\/email-marketing-permission-is-not-what-you-think\/\" target=\"_blank\" rel=\"noreferrer noopener\">explicit permission<\/a>, you can keep any reputation damage from spam traps, spam complaints and hard bounces to a negligible amount.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">When to use email confirmation:<\/h2>\r\n\r\n\r\n\r\n<ul>\r\n<li><strong>After initial opt-in &#8211;<\/strong> Send a confirmation request as the first email in your campaigns or for any new subscriber.<\/li>\r\n<li><strong>Improve quality of an existing list &#8211;<\/strong> If your current marketing list is generating spam complaints or spam trap hits, you can send a confirmation request to filter out the high risk addresses. Note that any spam complaints or spam trap hits from the confirmation email will still damage your sender reputation, so it\u2019s best to perform other list hygiene steps first (e.g. remove unengaged contacts and those that have not provided explicit permission), especially if the symptoms are severe.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">When not to use email confirmation:<\/h2>\r\n\r\n\r\n\r\n<p><strong>To get initial permission &#8211;<\/strong> Email confirmation is not a substitute for obtaining explicit permission in the first place. Don&#8217;t send an email to get permission to send an email, that&#8217;s just spam.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Quality over quantity<\/h2>\r\n\r\n\r\n\r\n<p>Opponents of using email confirmation often cite a couple of concerns: an increasing barrier to entry and list shrink. These are real effects of using email confirmation, but I wouldn\u2019t label them as negative ones. In fact, that\u2019s exactly what we want to happen. Recipients who don&#8217;t click to confirm are actually spam traps, weren&#8217;t truly interested, or never provided permission in the first place. In any case, those are the kinds of addresses you don&#8217;t want on your list if you employ quality over quantity approach. The alternative \u201csee what sticks\u201d method only works for spammers since deliverability to interested leads is a non-issue (they don\u2019t have any).<\/p>\r\n\r\n\r\n\r\n<p>So much of today\u2019s marketing is about capturing attention and email confirmation provides an opportunity to engage immediately when the recipient is thinking about your business. You can even direct the recipient to a landing page for them to set email preferences, or supplement the confirmation landing page with priority content of your choosing. Remember that with email marketing, you&#8217;re starting a personalised relationship with your email recipient, not just shouting from a soap box &#8211; that\u2019s what TV or radio advertisements are for.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/my.act.com\/en-gb\/trial?_ga=2.222096728.1504590684.1663882356-1096321993.1662042748&amp;_gac=1.149944772.1662148703.Cj0KCQjw08aYBhDlARIsAA_gb0eq-DYqpwL_Mdm4UkWMxEFmjeRqpamhZKkrnFxeWspwyb1CeEDEqzcaAgOFEALw_wcB\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-6360\" src=\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/2021\/07\/emarketing-trial.png\" alt=\"\" width=\"500\" height=\"262\" \/><\/a><\/figure>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>What is email confirmation (AKA \u201cdouble opt-in\u201d) and why is it considered a best practice of email marketing? The idea is simple: Send one (and only one) email to your subscribers asking them to confirm their intent to receive your marketing email by clicking a confirmation link: Recipients that click to confirm can be sent [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":45571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[185],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why you should use email confirmation for subscription marketing - Act!<\/title>\n<meta name=\"description\" content=\"Learn what email confirmation (AKA \u201cdouble opt-in\u201d) is and why is it considered best practice for email marketing.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why you should use email confirmation for subscription marketing\" \/>\n<meta property=\"og:description\" content=\"Learn what email confirmation (AKA \u201cdouble opt-in\u201d) is and why is it considered best practice for email marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/products.act.com\/en-gb\/email-confirmation-for-subscription-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Act!\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-30T06:03:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-21T17:49:45+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/products.act.com\/wp-content\/uploads\/2022\/01\/Sales-Techniques.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Act! 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