Blogging with Lesli Peterson

The case against double opt-in (even with an EU audience)

Lesli Peterson

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Email isn't new anymore... it's an acceptable and expected means of communication. Preferred, in fact.

And it's time for the double opt-in to go away.

Double Opt-In Disliked for Personal Reasons: Double opt-in processes are often seen as unnecessary and can lead to a loss of interest in the content.

Double Opt-In Reduces Barriers for Subscribers: Eliminating the double opt-in process makes it easier for subscribers to quickly receive lead magnets and content, enhancing their experience.

Faster List Growth and Immediate Subscriber Engagement: Avoiding double opt-ins allows for quicker list growth and enables immediate engagement with new subscribers through welcome emails and consistent newsletters.

Modern Email Systems Filter Inactive Addresses: Current email management systems efficiently remove unengaged email addresses, making double opt-ins less necessary for maintaining list quality.

Risk of Lost Subscriptions with Double Opt-Ins: Double opt-in requests often go to spam folders, leading to misunderstandings about subscription confirmations.

Single Opt-In Can Improve Conversion Rates: Single opt-in processes can speed up the delivery of offers and solutions to subscribers, which may lead to better conversion rates.

Misconception about GDPR and Double Opt-In: There's a misconception that double opt-in is required for GDPR compliance. In reality, GDPR demands clear consent but does not mandate double opt-ins. Transparency about email content and frequency is more critical.



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