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Email Opt-In Best Practices

A lot of people are starting to use email opt-in best practices, but they aren’t properly implementing them. In this article, I’m going to show you why this is a bad thing and how to avoid it. When it comes to building an email subscriber list, you have a lot of options. You can create your own opt-in forms or use tools like Lead pages, Thrive Themes, or maybe even WordPress plugins. In this article, I’ll recommend the best practices for using these different types of opt-in forms and give you a few examples to show how effective they are.

One of the most important steps to your inbound marketing campaign is getting your audience to give you their email address. Instead of forcing them to sign up for your email newsletter, collect their email addresses during the initial customer experience. The following list contains best practices for creating compelling landing pages, designing an effective pop-up and silent ad, and tips for asking for email opt-ins.

What Does “Double Opt In” Mean?

You’ve probably seen double opt-in email marketing in action, even if you didn’t know what it was called. You go to a website and sign up for the business’s email list. Then, a link-containing email (or other message, such a text message) is sent to you.

You must click the link if you wish to join the list. Otherwise, the business won’t contact you.

It’s known as double opt-in. It’s a technique of maintaining the integrity of your email list.

What’s the Difference Between a Single Opt-In and a Double Opt-In?

You can use a variety of opt-in email strategies for your small business. Consider the differences between single and double opt-in.

What distinguishes these two from one another?

The term “single opt-in,” sometimes known as a “SOI,” is largely self-explanatory. For your email list, the lead merely needs to provide their email address.

then bang They are members.

Your welcome email will be sent to your leads, and then you can start nurturing and engaging them to turn them into paying clients.

With single opt-ins, it’s really easy for your lead to complete the opt-in process, provide their email address, and start receiving information and value.

The double opt-in is another option. This necessitates an additional step before the lead can finish the opt-in process and join your email list, as you might have anticipated.

Have you ever registered for a service and then received an email asking you to confirm your registration?

To conclude the confirmation phase, you had to click a link in the email to finish the registration.

That is an example of a double opt-in email. You are not fully subscribed if you merely complete the first step of the process.

Here’s an example of double opt-in email marketing:

Why make the effort to put up a double opt-in process for some businesses? Two of these come to mind. The first and simplest justification is to reduce spam.

Nobody wants their email address on a list of spammers. A contact email list can grow as a result and appear to be healthy.

However, as soon as you start reducing all that unwanted junk, you realize that your email list is far smaller than you initially imagined.

Which justification for two opt-ins is more important? It demonstrates a greater level of commitment and interest.

Because it requires an extra step to complete, leads who bother to do so demonstrate a greater level of commitment to joining your email list.

Others who are less interested in joining your email list will see that they need to complete a second step and decide against doing so.

What Is an Implicit Opt-In Definition?

The terms single opt-in and implicit opt-in marketing are frequently confused by marketers. Actually, they are two distinct animals.

When someone registers for a download or event on your website, such a webinar or lead magnet, it’s known as an implicit opt in. You’ve now obtained the prospect’s email address.

You’ll add the email to your database if you’re employing an implicit opt-in technique. Even if the prospect merely wants to attend the event or get your free gift, they start getting marketing communications.

What Are the Major Risks of Implicit Opt In?

The legal definition of spam differs significantly from how consumers define it. They essentially all say the same thing: “I don’t want this email, ergo it’s spam,”

You should try to stay out of the trap.

Because there was no genuine understanding between you and the prospect at the moment the prospect opted in, implicit opt-in email marketing puts you at risk of being flagged as spam. In actuality, that person didn’t opt in at all; instead, he or she simply desired what was provided.

You should inform the customer that they will receive promotional mailings, much like I did with earlier. By being clear about expectations up front, you elevate the caliber of your list and prevent upsetting potential

Advantages of Opt-In Email Marketing

Opt-in email marketing has a lot of appeal to me, mostly because I’ve often witnessed its effectiveness. Prospects are more likely to interact with your emails if you give them the option to opt in. It’s that easy.

Consider all the panic that has arisen online around viruses and other dangerous software. People are very defensive of their devices that are connected to the Internet, therefore they won’t open emails unless they are from a known sender or business.

Additionally, it’s simple to annoy customers today. You don’t want to offer them a reason to put a black mark next to your name because they are continuously being bombarded with marketing communications.

These are the main drawbacks of sending unsolicited commercial emails or spam. Deliver the content that readers want to read.

What Is an Email Opt Out?

Email opt out, also known as unsubscribing, occurs when a customer informs you that they no longer want to hear from you. When that happens, you should either manually or automatically erase the email address from your database.

A person who unsubscribes from your email marketing campaign does not want to receive any more emails from you. He or she may have a variety of explanations, but the outcome is always the same.

You must adhere to opt-out requests. After all, they’re not always a terrible thing, as a person who declines to receive your email marketing communications is generally not a viable fit for a client. Alternatively, he or she might be appreciative of you for honoring their requests and make a subsequent purchase from you.

Opt-In Email Best Practices to Create Effective Email Opt In Forms

Let’s put the language to use for your email campaign now that we’ve discussed it. If you know how to use opt-in email marketing properly, it can grow to be your most valuable asset. Let’s examine 12 amazing suggestions for opt-in email marketing.

Do Not Ask For Too Much Information on Your Email Opt-In Form

Email opt-in forms should be short and sweet. If you ask for too much information, you’ll scare off people who don’t have the time or energy to fill it out or who worry about their privacy.

A top bar with a single field can work extremely well. Since users only need to input their email addresses, you’ve already overcome plenty of objections.

Some marketers like to ask for subscribers’ first names, too. It makes it easier to personalize emails in the future. However, if you don’t need it, don’t ask for it.

Give Your Visitors a Great Reason To opt In To Your List – Use a Lead Magnet

One of my favorite methods for gaining more email subscribers is using lead magnets. They encourage opt-ins by offering value-added.

You may have noticed that Neil Patel provides a free cheat sheet on the exit popup above. Although it’s really easy to make, it also has a great effect on opt-ins. Neil’s conversion rate is far greater than the industry standard, averaging over 7%.

Your lead magnet may differ in appearance. You may provide your audience with a toolbox, template, checklist, video, or anything else you deem useful. Ensure that your opt-in form conveys value.

Make Your Opt-In Form Visible to Your Website Visitors

On your website, you may place email opt-in forms wherever you like, but some places work better than others. You want these forms to be seen by as many people as possible.

Although popular, sidebars don’t always perform as well as other places. Exit popups can be effective, but top bars, which are constantly visible to your visitors, have also been suggested.

The page hijack When a visitor attempts to close the browser, the Hello Bar appears. Visitors will want to stay on the page if it is compelling and of high value.

A/B test different form kinds and positions using Hello Bar. Because you don’t want to lose opportunities for opt-in email marketing, the more data you gather the better.

Use An Actual Opt-In Form – Avoid Using a Link To Your Opt In Page

Including an opt-in page on your website is not a bad idea. In fact, I recommend it, especially if you can SEO-optimize it and attract visitors naturally.

It’s not the best tactic, though, if you want to encourage individuals to join your email list. You add a step to the procedure when you include a link to your opt-in page. Clicking the link, completing the form, and pressing the CTA button are all required.

It’s not the best tactic, though, if you want to encourage individuals to join your email list. You add a step to the procedure when you include a link to your opt-in page. Clicking the link, completing the form, and pressing the CTA button are all required.

That takes a lot of effort. Instead, show your form to visitors using top bars, sliders, and other similar features. If you’d like, you may also add a form to your sidebar, header, or navigation bar.

Tell Your Visitors What To Expect From Your Emails

Adding just a couple lines of copy to your email opt-in form can make a huge difference. Set subscriber expectations from the beginning so you don’t irritate or confuse anyone.

Here, I’ve established two goals:

What: Marketing professionals’ suggestions
When: Every week.
I’ve informed potential subscribers that I won’t spam them every day and that they’ll always receive something of value by outlining those expectations.


If you follow these best practices, you’ll be well on your way to better email marketing, resulting in higher conversion rates, increased engagement with your customers, and a higher return on investment.

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