This is one debate that never ceases to amuse me. Marketers are constantly arguing over whether to use single opt in or double opt in for the lists. While I admit that there are pros and cons to each, there is no doubt in my mind which one to use. Before I give you my professional vote, I am going to share with you the pros and cons of each method. I am sure you’ll find some of this very interesting.

Let’s start with single opt in and the pros. Single opt in, first of all, means that the person submits his email address to you in order to get onto your list and does not have to reply to a confirmation email in the process. One of the pros of this method is that you will end up getting more opt ins. Why? Because many confirmation emails simply don’t get delivered. So with double opt in, these people would not end up on your list. Also, with single opt in, you’re making it easier for your prospect to make it onto your list. Aside from that, it’s less work for you because you don’t have to create a confirmation email to begin with.

However, the cons of single opt in are great. For one thing, many single opt ins are not really serious. They’re hoping for single opt in because they don’t even want to be bothered with confirming a subscription. If they’re that lazy, how responsive are the going to be on your list. But the even bigger problem with single opt in is that there is nothing stopping the person from giving a fake email address, or worse, an email address of a person who doesn’t want anything to do with your information. This can lead to spam complaints which can ultimately get your ISP to shut you down.

This brings us to the pros of double opt in. For starters, you know that each person who opted in is serious about your offer and actually did opt in. They can’t use fake email addresses because they won’t actually end up on your list until they reply to the confirmation email. This insures that you have a clean list.

The problem with double opt in is email delivery. Many times, confirmation emails get lost and some people who truly would have been great to have on your list never make it. This results in lost sales down the road.

So as you can see, there is no perfect world.

So what do I prefer? Double opt in is the only way to go for one reason and one reason only. The possibility of losing my ISP far outweighs anything else. Spam complaints from single opt in are just not worth it when it means you can be put out of business.

To YOUR Success,

Steven Wagenheim

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