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ISPs Want More Than Just an Opt-in

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04 Jan 2021

In e-commerce, Internet Service Providers (ISP) are an essential part of email marketing. Many people work on their end, i.e., work hard on content, subject line, website, etc. However, they don't research what ISP wants from them to allow their emails to land directly into the recipient's inbox.

Before moving forward, let us discuss what an Internet Service Provider (ISP) is? (For those who are new to email marketing)

What is the ISP?

ISP, a short form of Internet Service Provider, is an internet provider. This means that all internet-connected devices run each request through ISP to access servers to view web pages and download the internet content. It also provides web building and virtual hosting, domain name registration, and email services.

What And How An ISP Works?

Having an ISP is as essential as having a smart device to access the internet. Without an ISP, nobody can access Facebook, Instagram, and Google.

ISPs like Google, Yahoo, and Microsoft are very protective toward their users and expect senders to care and respect subscriber's choices.

They don't let email from unknown IPs (Internet Protocol) reach their customer to guard their email addresses against hackers.

These hackers also put obstacles in your way through their actions, which force the ISPs to tighten their security, terms, and conditions to provide a better service. To be trusted by ISPs, you need to perform specific actions such as sending emails only to those who have asked for it while discontinue sending emails to those who have unsubscribed to your newsletter or email updates.

There are a couple of ways to prove that you care about your subscribers and respect their decision, amongst which Single opt-in and Double opt-in is included.

Let's understand what single and double opt-in is and how they work.

What is Single Opt-in?

Single opt-in, AKA opt-in, is a single step process which requires people to submit their email address to subscribe to your email list. Once they enter their email address in the field given on the subscription form, they agree to receive your daily, weekly, or monthlyemails.

However, this system has its pros and cons, which cannot be ignored.

Advantages and Disadvantages of Single Opt-in

When people were asked which system is better for the email subscription list, i.e., double opt-in or single opt-in, with a small majoritysingle opt-inwon because of the following benefits.

Email list grows fast: According to "Marketers generally see about 20-30 percent faster list growth when they use single opt-in."

Simple for the user: You must have experienced this that when you were subscribing to an email list, you found it irritating and time-consuming to fill extra fields other than email and name. You realized that the subscription needs to be done through a proper process. You would have just left it there.

There exist a prominent argument from people in favor of single-opt put in front of opponents. Having an extensive list will eventually increase sales, whereas CBT Mass Email Sender does not support this idea.

The following are the reasons why Single opt-in might not be a good idea.

Short email list: it's obvious when every subscriber putting any email in the subscription box starts receiving emails from you, your email list will be able to maintain good quality.

Many scammers put wrong emails that have spam traps that can seriously harm your reputation.

Heavy on pocket: single opt-in will make you send emails to typos, invalid, and dead users; hence you will be paying for spam and invalid emails that will never return your investment.

What Is Double Opt-in?

Double opt-in is a two-step process that requires confirmation when people subscribe to your email list.

Its first step is the same as a single opt-in. Still, after sending the email and user name, they are not directly added to the subscription list. Instead, they are sent an email from the website asking them to click on the given link in the email if they are sure about their subscription.

Double opt-in is a lengthy process compared to a single opt-in but has more advantages than disadvantages.

Advantages and Disadvantages of Double Opt-in

Give you a credible email list: Double opt-in provides you with a filtered and clean email list when people are asked to confirm their subscription through verification. Only a few complete this process who are genuinely interested in reading your email.

Better deliverability rate:If you get subscribers interested in your content, you should follow an extra step for this purpose. You eventually get a reasonable deliverability rate when you send your emails, and most of the recipients open and read your email.

This builds your trust with ISP encouraging it to land your email into the inbox of your recipients.

Avoid potential issues with GDPR: Through DOI, you get proof of each subscriber's consent in your list that they want to submit their email to receive email updates.

This also prevents people from accidentally subscribing to your emails or people who use fake or others' email to subscribe without their consent.

Encourage relationship with the customer: Double opt-in gives you a chance to interact with your customer before sending them your first newsletter. This builds trust between you and your customer, encouraging them to purchase your product or service or interact through commenting on your blog.

Discourage people to subscribe: a survey showed that 61% of people often subscribe but do not bother to verify their subscription; therefore, email marketers lose approximately 50% of their list.

Final words

The above-mentioned advantages and disadvantages of single and double opt-in prove that double opt-in should be your choice if you want to impress ISPs.

Because you care about your customer, the more options you give as a sender, the more reputation you'll be able to build in the eyes of ISPs.

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