You probably know that having a double opt-in* process for your newsletter/ezine list is a must in business-to-business email marketing. It can be a confusing process to implement, depending on your ezine subscriber management system, but the benefits are clear:
- less chance of being called a spammer by someone who doesn't remember filling in the form (or because someone else filled out the form with their email address);
- fewer bad email addresses in your list;
- some mailing list delivery services require it!
BUT--sometimes your would-be subscribers don't click that link they receive from you in the confirmation email. And so you lose 10, 20, even 50% of your "subscribers". Arghh! How can you improve your opt-in rates? Generally, the more compelling and relevant your "offer" is to folks, and the easier it is for them to complete the process, the better opt-in rate you will enjoy.
- Have some really strong copy that describes your ezine and the benefits they will receive.
- Provide an incentive for folks to subscribe. A free ebook, ecourse, etc.
- Remind folks that they must confirm (click the link in the confirmation email) to receive the incentive. You can do this on the signup or thank you page.
- Help them make sure they receive the confirmation email, by offering a page explaining how to add your ezine to their whitelist.
- Show them how to confirm. A snapshot of the confirmation email, with the confirmation link circled, is one way to make it crystal-clear.
- Make sure your confirmation email matches the description of your ezine. Use the same wording, etc. Nothing will reduce your confirmation rates like using the generic confirmation email text!
Implement these permission-based email marketing best practices, and watch your subscription confirmations soar!
*Double opt-in defined:
Single opt-in eliminates steps 2 and 3.