It served a purpose once, back before ISPs had strict permission requirements, when scammers and spammers hijacked millions of email addresses and made up millions more to reach inboxes. Double opt-in is the best way to build a high-quality email listĭouble opt-in (DOI) is the appendix of the email industry. I understand your confusion, but hear me out in the next section, and hopefully, I’ll persuade you to test these out to find if they work for you or not. Right about now, you might be thinking, “Wait! What? That’s not what the boss/my co-worker/a conference speaker said.” Delete your inactive subscribers or customers to maintain list quality.Double opt-in is the best way to build a high-quality email list.3 Email Urban Legends Posing as Best Practices I’m not saying that the three email urban legends below aren’t applicable for some, they’re just not applicable for all, as is often touted. My problem is with generally accepted “best” practices that don’t stand up to closer examination and rigorous testing that works for every brand. That’s not to say that all “best practices” have such murky origins. The solutions become trends (because everybody’s doing it), and boom! Email urban legends are born. So, we latch onto these concepts when we need to solve problems. In the 20+ years since email proved itself as a worthy channel for messaging and marketing, we still don’t have a single set of guidelines that’s accessible for all, for the best way to conduct business with it.įor many of us, “best practices” fill that knowledge gap.
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