If you’re familiar with email marketing, you’re aware that getting permission from your contact list membership is a big deal. Indeed, with the continued rise of regulatory agencies and consumer rights, it is safe to say that properly requesting consent deserves to be at the top of almost any email marketing conversation. With this in mind, let us turn our attention to the specifics of obtaining consent appropriately, including the concept of the three distinct levels that comprise the modern understanding of this practise.
What’s the point of bothering with consent in the first place?
The requirement for consent stems from two key trends in the realm of email marketing: the increasing demand for transparency on the part of customers, and the legal implications that might result from failing to adhere to the rules of the country.
The failure to comply with the Canadian Anti-Spam Law (CASL) in terms of consent may result in harsh fines and negative public perception. In order to avoid incurring a $1.1 million fine, as Compu-Finder did earlier this year, it is imperative that you take a close look at how your company obtains consent from its current and future email marketing list membership.
Opt-ins with a single click
In other words, where does the consent process begin, and how does the first layer of this process function? The single opt-in process, according to the panel of experts at Forbes magazine, is the starting point for everything. When a user on the opposite side of the screen knowingly and explicitly engages in an action that leads in them being added to your contact list, this is considered the most basic type of consent acquisition.
This procedure may be subject to additional criteria or limits in some cases. In other cases, the individual in question may only like to receive email content that is connected to the information they provided at the time of consent; hence, taking note of these specific wants and desires can assist in the development of a robust single opt-in layer.
Opt-Ins with Confirmation of Acceptance
On the other end of the spectrum, the concept of a single opt-in process that includes a notification or confirmation is worth exploring in greater depth. It is generally accepted that the single opt-in strategy is superior because it sends out a confirmation email within the first 24 hours of contact list membership acceptance.
This confirmation email will typically include information on the email marketing campaign’s specifics, such as message frequency, content offered, and how to unsubscribe from the campaign. Consider asking your new subscribers to whitelist your relevant addresses while also verifying their intention to participate in your campaign if you’re considering integrating this layer of consent-requesting technology in your campaign. You can limit the possibility of unintentional filtering and other hiccups during the procedure in this manner.
Closed Loops or Double Opt-Ins are two types of opt-ins.
Interested consumers must “close the loop” in order to complete the final – and most comprehensive – form of opting-in. This approach, which is more commonly referred to as a “double opt-in,” takes your confirmation email and adds a last step to the process before promotional content begins to arrive in this individual’s mailbox.
Typically, this action takes the shape of a clickable link that brings the user to a confirmation page, effectively closing the loop and establishing a secure connection between you and the newest member of your contact list.
Which One Is the Best Fit for Your Company?
Now that you’ve become an expert in the three stages of seeking consent, it’s time to answer one final question: which layer is most appropriate for your company? The answer to this question will, of course, vary depending on your company and present email marketing techniques; nonetheless, the basic response boils down to delving as deeply as possible into the layers of this multi-layered process.