Not sure which email subscription method is right for your small business? 🤔

Single Opt-In (SOI)

Pros:

• Faster list growth: SOI allows you to quickly build your email list since subscribers only need to provide their email address once.
• Simpler user experience: SOI requires fewer steps from subscribers, making it easier for them to join your list.

Cons:

• Higher risk of invalid or inactive email addresses: SOI is more prone to attracting invalid or inactive email addresses, as users may not verify their subscriptions.
• Potential for spam complaints: SOI may increase the likelihood of spam complaints, as users may not have explicitly agreed to receive your emails.

Double Opt-In (DOI)

Pros:

• Cleaner and more engaged email list: DOI ensures that your subscribers are actively engaged and interested in your content.
• Reduced risk of spam complaints: DOI minimizes the chance of spam complaints, as users have explicitly confirmed their subscription.

Cons:

• Slower list growth: DOI may slow down your list growth since some users may not complete the confirmation step.
• Additional friction in the user experience: DOI requires an extra step from subscribers, which could potentially deter some users from signing up.

Considerations for Small Businesses

Small businesses often face the challenge of balancing list growth with engagement and deliverability. In general, DOI is recommended for small businesses that prioritize quality over quantity. This is because a smaller, more engaged list can lead to better open rates, click-through rates, and conversions.

However, SOI may be a better choice for small businesses that are just starting out and need to build their list quickly. SOI can help you gather more email addresses, but be sure to implement email list cleaning practices to remove invalid or inactive addresses.

Ultimately, the best opt-in method for your small business depends on your specific circumstances and goals. Consider your list growth targets, engagement metrics, and the overall user experience you want to provide.

Here’s a table summarizing the key differences between SOI and DOI:

By understanding the pros and cons of each opt-in method, you can make an informed decision that aligns with your small business’s email marketing strategy.

Regardless of which opt-in method you choose, always provide valuable and engaging content to your subscribers to keep them interested and coming back for more.