Double opt-in for express consent | ACMA


03 July, 2013 01:55 PM


Double opt-in for express consent

By Editor

Double opt-in—what are the benefits?

In an earlier post, we told you that express consent is best. Today, we want to talk about one of the ways to get express consent. Requesting confirmation from new subscribers using the medium you intend to market with—sometimes referred to as double opt-in—is one way to be sure that a potential customer really wants to hear from you.

‘Why yes, I’d LOVE to receive your weekly newsletter’

So, you’ve received a request to subscribe to your mailing list—someone has entered their email address or phone number into your website or they signed up for your newsletter when they bought something from you. What’s next? Well, asking your customer to confirm that they want to receive marketing messages from you is not only a great way to ensure you have express consent, it also guarantees that they know what they have signed up for. Your confirmation message should ask the subscriber to take some action to ‘opt-in’; for example, clicking a link or sending a reply email or SMS.

What’s in it for me?

  • Increase your marketing strike rate—successful e-marketing is about quality, not quantity. By using double opt-in, you’ll know the people on your list genuinely want to be there. And remember, these people are more likely to purchase from your business.
  • Avoid accidental and unwanted requests—does your business accept requests via websites and web forms, or in response to ads? Double opt-in reduces the risk of subscribing a mobile number or email address that was entered by some other person—either mistakenly, maliciously or to be just plain silly. It’s important that you can prove that a request to receive your marketing came from the actual owner of an email address or mobile phone—so double opt-in will give you this guarantee, and the evidence to prove it.

The confirmation message

A poorly worded or confusing confirmation message may leave potential customers thinking you’re a spammer . But a well-worded message will make your business appear more genuine to the recipient. So make sure you:

  • are clear about why the person is receiving the message
  • state that they can ignore the message if they don’t wish to subscribe
  • check your spelling and grammar.

And remember, if your confirmation message advertises your business or tries to sell your products, it’ll probably be commercial. If it is, you need consent to send it – which we’ve already established you may not have. So be careful!

In a nutshell …

Using confirmation messages or double opt-in gives you:

  • express consent
  • evidence of the subscriber’s consent
  • a focused marketing list without unwilling recipients.