I recently came across a thread on LinkedIn that sparked the topic for this article. As I scrolled through, I was concerned by how many email marketers believe double opt-In can be an alternative to verification and hygiene services.
I have to disagree with that.
Double opt-in (DOI) does not take the place of using real-time verification and hygiene on your email list, and here's why.
Double Opt-Ins Can't Help With...
1. Fat-fingered (typo) Emails:
The double opt-in process is a great way to confirm the opt-in, but what if your subscriber never makes it that far? Because of a simple mistyped data entry, your subscribers never receive the opt-in confirmation email, resulting in a missed business opportunity.
Implementing a data verification solution at the point of capture, also called "real-time verification," improves the quality of your organically collected sign-ups to ensure that your double opt-in email makes it to your subscriber's inbox.
With a real-time verification solution, you will eliminate "firstname.lastname@example.org" opt-ins from people who want your free report.
Think of them as a burner account. Disposable domains are temporary free email addresses created by recipients who click the DOI to receive that coupon or discount code.
They look like the absolute best customer. This customer has double opted-in, clicked the link, downloaded the coupon, and purchased an item. You might be wondering, okay, what's wrong with that?
They aren't real!
A disposable domain only has a lifespan of minutes, hours, or days, then like a time bomb, poof, it’s gone, and you're left wasting your marketing efforts sending to them.
To make matters worse, disposable domains connect to a public inbox, which means big-time privacy issues. If that email was ever used to change a password or contains medical information or payment information, this sensitive data is now open to the public.
DOI is particularly vulnerable to disposable domains, but so is real-time email verification. Disposable domains can pass a simple verification check and can damage your email sender reputation.
The best way to identify disposable domains is by running your list through Email Hygiene after capturing the emails.
Webbula Email Hygiene uses an active and passive filtration process to achieve maximum protection by leveraging real-time technology, including validated suppression files, feedback loops, and more.
Bots are designed to locate sign-up forms on the web and submit fake email addresses. The cumulative effect of fraudulent sign-ups can negatively impact your sender reputation, open, click, and conversation rates.
Bots can open and click through your emails, bypassing both DOI and real-time verification because they are technically “valid” emails! After capturing the emails, the only accurate way of identifying bots is through Email Hygiene.
Email Hygiene goes beyond identifying which email addresses are valid and invalid; uncovering which valid email addresses could still be dangerous.
I am certainly not against DOI by any means, but it's essential to understand that DOI has its weaknesses. Marketers shouldn't put all their eggs in one basket and think of it as a substitute for real-time verification or Email Hygiene.
Real-time verification adds excellent value; it gathers higher-quality lead emails and helps you maintain a healthier list. But email hygiene allows you to identify those dangerous threats like bots and disposable domains that slip past real-time verification.
That is why it's essential to have multiple steps to ensure you're gathering the best email addresses to maintain a good sender reputation, deliverability rate, and other critical metrics for marketing success.
Are you having issues gathering good-quality email addresses from your forms? Let's chat, email me directly, or fill out a form, to discuss how we can help you.
About the Author
Jenna Devinney, Marketing Specialist
Jenna Devinney is the Marketing and Communications Specialist at Webbula. She manages social media, creates eye-catching content, and oversees web design. She’s a jill of all trades, writing a surplus of 100+ blog articles over two and a half years in the email hygiene and data solutions space.