The Importance of Double Opt-In Subscriptions

The CAN-SPAM act requires business owners to jump through several hoops. They include:
Clear and apparent header information. Your email's "From," "To," and routing information including the originating domain name and email address must be accurate and identify the person who initiated the email.
Clear and apparent subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message.
An opt-out method. You must provide a return email address or another Internet-based response mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests.
Commercial email must be identified as an advertisement and include the sender's valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.
In order to comply with the Act’s requirements, experts strongly recommend a double-opt in process. This process isn’t really a process of asking people to subscribe twice; it is essentially a verification process. You’re making sure people want to subscribe to your newsletter or opt-in list.
The benefits double opt in process virtually eliminates any SPAM complaints, which can really hurt your business. Receive a SPAM complaint and your business can be fined up to $11,000 and your website can be shut down.
Additionally, the double opt in makes sure that your email list is clean. Each email address you have is a valid email address and the recipient is anticipating email from you. Have you ever wanted to receive a Free something online but didn’t want to receive the email? Of course, everyone has. The double opt-in makes sure this doesn’t happen. People cannot simply type in a fake email address and get the benefit.
To implement a double opt in process, recipients enter their email address and other requested information on your subscription form. They then receive an autoresponder email which explains that if they REALLY want to receive email from you then they must verify their address by clicking on a link provided in the email message. Occasionally, depending on the system a company is using, the message comes in two parts, one message says, You’ll be getting a verification email, and the other message says, Please verify your subscription. The second one, in this case, will have the verification link. It is a good idea to either send another message which thanks them for their subscription or have the link take them to a page which delivers a similar message. This ensures subscribers know their subscription form has gone through successfully.
There are only benefits to implementing a double opt in process. Most internet users expect it and are happy to comply. If they really want your information a few more clicks isn’t going to change anything.


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