Using Double Opt-In

Double Opt-In Email for Better Engagement and Deliverability

One of the most important things for your business is to have a list of customers and prospects that read and reply to your emails. Double opt-In for email improves engagement, helping you to build a loyal following of customers and prospects.

We’ve just implemented a system of double opt-in email address verification for our email list; take a look at how you can do it too.

How Does it Work?

The first step is asking a visitor to type their email address into a form or a subscription box. We use the form below:

(we’d be grateful if you took a few seconds to sign-up. After all, you’re here already, right?)

The user will then be sent an email with a link to click on. The email link will send them to a thank you page back on your website. This is great, as whoever goes through that simple process is telling you that they really want to receive your emails.

What Happens Once Someone Subscribes?

Once a visitor as decided to subscribe to your list, the best thing you can do is make sure you send the right message to your new subscriber. After signing up to a new email list and clicking on the link to confirm, wouldn’t you be confused if you landed on the page shown below?

double opt-in confirmation email landing page mistake

A confirmation page complete with your picture and a nice message is the perfect way to welcome a new subscriber. But did you spot the problem with the welcome landing page?

Yes, that’s right, the title is “I’m sorry to see you go!” Not what you would expect when you’ve just signed up to a new email list. This landing page would be great for someone that had unsubscribed from your list.

Implementing Double Opt-In

Mistakes happen all the time and are easy to make in the early stages of creating your double opt-in email marketing list.

The best way to avoid making the kind of mistake shown above is to make checks at several stages. Check before making it live by writing what you would like users to see in a text document. Re-read and spell check the text several times to make sure. Copy and paste from your text document to your landing pages and emails so you know you’re using the exact text you approved.

Once this is done, you can make the system live. Once your opt-in emails and landing pages are live, go through the sign-up process as if you were a user to make sure everything works well.

Everything should now be working well, but you’re not quite ready to make your sign-up public. Get a friend to sign up to your list and look out for any mistakes you may have missed. Preferably someone who doesn’t work in marketing but has a sharp eye. This way, you’ll get a good idea of how an average user will experience your sign-up process.

Check Your Process

Finally, it is a good idea to check the process periodically while it’s running. Perhaps once every three months or every 100 sign-ups? Whatever it may be, make sure you don’t waste time checking it too often. Check often enough so that if something stops working, you’ll know as soon as possible.

  • Plan the content in a word processing document
  • Test the opt-in process yourself
  • Get a friend to test the opt-in process
  • Check the process at periodically while it’s running

With good planning and a strong process, you’re ready to implement double opt-in for you email list! Let us know how you get on in the comments below or on Twitter @MoreThanVenice

Customer Login for Segmentation

Hail & Fail

#14 25th May 2017


The British Broadcasting Corporation (BBC) have unveiled plans that will require podcast listeners to log in. Apps and websites that require a customer/ user log in are great for not only large organisations, but everyone from hobby website owners up. Let’s take a look at what the BBC is doing, how it will benefit everyone and how you could apply their strategy to your service management business. Continue reading “Customer Login for Segmentation”

Great LinkedIn Product Marketing

Hail & Fail

#13 18th May 2017

plastic bottles

LinkedIn is a great place to promote your business because it has established itself as the social media home of business. LinkedIn users are looking for business solutions and lasting partnerships. Learn how an effective marketing strategy will put you in front of your most valuable prospects. Continue reading “Great LinkedIn Product Marketing”

Pay Per Click Bidding on Rivals

Hail & Fail

#12 11th May 2017

Rival Schools

Have you ever typed in the name of a company and noticed a lot of adverts above the results for their website? This is because their rivals are buying Pay Per Click (PPC) adverts for that search. This can be a great tactic if you’re trying to pick up new business, but a frustrating one if your business is being targeted. Let’s take a look at both how you can bid on your rivals and how you can counter it. Continue reading “Pay Per Click Bidding on Rivals”

Using PPC Negative Keywords

Hail & Fail

#11 4th May 2017

negative word cloud

Use negative keywords to help make sure you only appear alongside relevant searches that will get more conversions. This easy to understand example comes with tips to make sure your adverts only appear for searches that will deliver you the best possible results. Continue reading “Using PPC Negative Keywords”

Don’t Copy and Paste Terms and Conditions

Hail & Fail

#10 27-4-2017

Terms and Conditions mistake

Make sure you don’t make this one, potentially huge mistake on your website. We show you how to succeed with your Terms and Conditions and why they’re an essential part of your online presence that should never be overlooked. Continue reading “Don’t Copy and Paste Terms and Conditions”

Flyers Still Connect With Audiences

Hail and Fail

#9 20-4-2017

eHo Chef service, promoted with printed flyers, allows you to enjoy a great meal cooked by a talented chef in the comfort of your own home

Is print dead? I can hear you all asking why a digital marketing agency would hold up an example of a printed leaflet as great digital marketing.

Digital is our specialism and our passion, but we never underestimate the potential of print (and other types of) marketing to get in front of customers to drive sales; and neither should you. We’re all about driving sales, so let’s take a look at a real example of how we can do this using a printed flyer Continue reading “Flyers Still Connect With Audiences”