[epub] Re: Ezine Subscriptions

["Mark Brownlow" <mark.brownlow@xxxxxxxxx>]

Like a lot of publishing issues, the double vs single opt-in debate is a
matter of circumstances. There are a lot of factors involved.

For example, double opt-in *will* eliminate a proportion of people who
really do want to get your mail, however well or simply you write your
confirmation requests.

Never underestimate the difficulties many people have dealing with email
subscription tasks. It's not just complete newbies (of which there are
millions) who have trouble. Also, confirmation requests sometimes don't
arrive, they get deleted without being read, they get returned improperly
etc. etc.

Nor will, for example, double opt-in eliminate all spam complaints. People
reply "no" to the confirmation mail (and get automatically added to the list
by the mailing software). People forget they subscribed. People were
expecting something completely different etc.

Of course, it will reduce the risk, as Mani says. But the difference may be
minimal, for example, if you're collecting your own single opt-in addresses
from your *own* website, for your *own* newsletter.

If you're getting addresses from other sources, particularly
co-registration, then double opt-in may be more advisable.

Double opt-in is also of more interest if you're selling advertisements or
renting address lists, since advertisers need to be sure of the "quality" of
the list.

Yes, double opt-in subscribers are more likely to be responsive, but that
doesn't mean single opt-in subscribers aren't responsive either.

You have to work out the numbers for *your* publication. If those single
opt-ins who might not make it through double opt-in still bring more revenue
(or however you want to define "value") than they cost to acquire and
service, then you'd do well to make sure they subscribe.

In addition, subscriber interest and responsiveness has much more to do with
what you send them and how often, what your subject line is, the quality of
your content and writing etc. Interest and responsiveness is something you
can control to a large degree yourself.

I'm not disagreeing with Mani's basic contention that double opt-in
subscribers are generally more responsive and much less likely to cry
"spam", but pointing out that it's not a simple case of double opt-in is
always better. Everyone needs to work through the arguments for their own
situation.

Mark

Mark Brownlow, Author

The Keeping the Key Report
"How to give your email newsletters impact & influence"
http://www.KeepingtheKey.com

> I respect your opinion, but still believe that double opt in will be
> of greater value in the long term by improving the quality of
> your readership and saving you from the risk of being accused
> of spamming.



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Attention EPUB readers:

List-Universe subscribers have been asking us so many questions
about co-registration and PPS (pay-per-subscriber) programs
over the past few months that we've decided to jump in with our own
co-registration service. Call us at 1.877.547.8864 or 1.920.490.8553,
or click here for details: http://Opt-Influence.com/c/pl.cgi?pps1 


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