Email marketing is all about generating a list. Many companies will ask for your email address and use it only for their purposes, never sharing it with others. Still, there are those that will legitimately collect your email address only to sell it to other companies. To curb such practices, Congress passed the CAN-SPAM Act in 2003. This Act requires marketers to include unsubscribe links, physical addresses, clear subject headings and legitimate “To” and “From” addresses. People can now be prosecuted for harvesting lists. So how do marketers correctly collect email addresses from its users?
The email marketing world has undergone some major changes due to this Act. Two of these methods are called the Single Opt-In and the Double Opt-In.
Single Opt-In
A single opt-in is where a user signs up for a newsletter on a website. They may or may not get a confirmation email message, but no further action is required. Companies can also legally add your email address to their marketing if you purchase a product from their web store. It is considered a previous and established relationship even if you do not select the box to be added to their newsletter(s). Basically, as soon as you supply your email address to a website, you have opted-in using the Single Opt-In process.
Double Opt-In
The Double Opt-In process is more recognized and more preferred to most respected and professional marketers. To be considered a Double Opt-In, a user enters their email address on a website. They then receive an email asking them to complete another step to subscribe. This usually entails clicking on a link in the body of an email to confirm they, in fact, do want to subscribe. Once you have completed that second step, you have confirmed the Double Opt-In process. This method is also more useful for marketers in the chance they get sued by a user for spamming. A Double Opt-In process creates a greater firewall around a company in case of legal action.
While the Double Opt-In method is more preferred, it does mean that you are required to use it. Both the Single and Double Opt-Ins are allowed by law. It is up to you which method you choose.
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