Double or Nothing?

Opt-out, Opt-In- Double Opt-In. How do you know what method is best for your business? You don’t want to gamble with your subscribers so focus on the goal – to gain permission AND to set expectations. When people’s expectations aren’t met, they lose faith in your brand.

Think about your user and try to be as clear as possible when communicating with them especially at the point of email collection. Consider your messaging and frequency and ask yourself questions. For example, do you plan on sending daily messages? If yes, maybe strong permission methods make sense for you so you can ensure that your subscribers are clear about the amount of email they will receive from you. But the same could hold true for a less frequent mailer. Just make sure you understand your buyer and send them messages they will truly care about.

So what’s the point? Don’t take chances with the people who fuel your business. Odds are against you especially when ISPs have to wade through all the bad email to find the good email like yours. If you are unsure of what is the right model for you, consult a specialist. It’s better to get expert advice from a professional instead of betting the farm.

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