Remember those “old Doublemint commercials”:http://www.tvacres.com/admascots_doublemint.htm where cute twins parade about hawking chewing-gum and talking about ‘doubling your pleasure’? These days this could apply to email opt-in choices.
There are two ways to get a person to subscribe to your email list. (Negative opt-in does not count as it’s not ethical):
# Single opt-in – A customer subscribes to your list by entering their e-mail address and/or ticking a box.
# Double opt-in – A customer subscribes to your list by ticking a sign-up box, is sent a confirmation email and they have to confirm they want to receive messages from you.
One pro of double opt-in is it prevents email addresses from being mistakenly placed on a list. It also ensures your list has more integrity. Subscribers really want to hear from you and metrics such as open-rates, click-through rates and sales are higher.