Likes UP: Attention Span and Email Collection/Opt-in
Likes UP: Attention Span and Email Collection/Opt-in
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It was Rob Jones who prompted this discussion with email optin. The form above is a double opt-in. However, Rob Jones recommends using single opt-ins in most cases. His thoughts below.
Let’s assume you are providing quality content that is relevant and of interest to your prospects. Let’s also assume that the quality of your email content will build trust and rapport with your subscribers.
We have such a short attention span when we’re surfing the internet. We act on impulse, and there is a certain level of urgency inherent to all of our actions, whether we’re clicking on a link or filling out an opt-in form. We want relevant information and answers NOW.
Because of this implicit level of urgency, you only have a small window of opportunity to make an impact on your prospects.
Whatever promise your opt-in page is making, you need to be able to deliver on that promise ASAP, or you run the risk of missing your window of opportunity. Example of pop-up email opt-in box with offer for subscribing:
Double opt-ins introduce all sorts of logistical holes into the equation.
There are three main problems I can think of…
1) Your prospect never sees your confirmation email, so they never click the confirmation link.
Your confirmation email could end up in their spam folder. It could easily get lost in the sea of emails most people receive daily. There are plenty of reasons why your prospect, who fully intends to sign up to your list, never even gets a chance to click on that confirmation link.
2) Your prospect sees your confirmation email too late, once the impulse and urgency of their internet search has died out, so they don’t bother to click the confirmation link.
Perhaps your prospect was surfing the internet during their lunch break, and they don’t get a chance to check their personal email until later that night.
Or maybe they were surfing the web on their phone, and they didn’t check their email right away.
An unforeseen technical issue could arise that causes the delivery of their confirmation email to be delayed. I’m sure this has happened to you. You fill out an opt-in form, and you don’t receive a confirmation email until an hour later.
Perhaps, they are simply overwhelmed by too many emails in their inbox, and they don’t even open the confirmation email until hours or days later.
There’s plenty of things that could cause your prospect to not notice your confirmation email immediately. If that’s the case, by the time they do see it, there’s a very good chance the urgency and impulsiveness of their internet search has worn off. They won’t bother to confirm their email address, because you’ve missed your window of opportunity due to simple logistical issues.
3) Your prospect is turned off by the confirmation email itself.
That confirmation link is huge and nasty looking, especially to prospects that aren’t familiar with email marketing. If your prospects fall into that category, double opt-ins can really kill your opt-in rates.
In most cases, I’ve seen a huge increase in my opt-in rates by using single opt-ins. However, that being said, you have to be careful with them.
You have to make it clear to people that they are signing up to receive emails from you. As long as THEY are making the choice to receive your emails, and you are delivering on your promises, you generally will be fine.
If you’re not fine with being that transparent, then go double, otherwise you’ll get loads of spam complaints.
Also, if your email campaigns are very aggressive, chances are your spam complaints will be higher. In that case, you should probably go with double opt-in, so you can justify yourself to your email service provider if there is any question. Usually, they’re not very forgiving if you use a single opt-in and your spam complaints are high. In this case, they won’t hesitate to drop you in an instant without notice in order to protect their IPs.
I (Rob Jones) use my own mail server, and I put a lot of effort into creating high quality, relevant email campaigns that build trust and rapport with my prospects, so I feel completely comfortable using a single opt-in. I wouldn’t do it any other way.
Thanks, Rob, for your insights on email opt-in.
#LikesUP for email opt-in to connect with your readers, customers, and fans
