Double Opt-Out
Double opt-in (DOI) is a process for obtaining consent in online marketing, particularly in email marketing.
What is double opt-out?
The double opt-out process is an effective means of Compliance and improve email deliverability. However, companies that do email marketing should consider the potential drawbacks of the process and decide whether it is for their Target group and their business goals are appropriate.
How the double opt-out process works
- Registration: The user enters their email address in a registration form and declares their consent to receive newsletters or other emails.
- Confirmation email: The user receives an email with a confirmation link.
- Confirmation: The user must click on the confirmation link in the email to confirm their email address.
- Activation: Only after the user has clicked on the confirmation link will their email address be added to the email list.
Objective of the double opt-in
The double opt-in process is intended to ensure that only users who actually want to sign up for the newsletter or other content also receive emails. This serves a number of purposes:
- Spam protection: The DOI procedure is intended to prevent email addresses from being added to mailing lists without the owner's consent. This reduces spam and improves the quality of email lists.
- Legal certainty: The DOI process can help companies meet the legal requirements for email advertising. In some countries, such as Germany, the DOI procedure is required for sending promotional emails.
- Building trust: The DOI process can strengthen user trust in companies, as it shows that the company takes user privacy seriously.
Benefits of the double opt-out process
- High level of data security: The double opt-out procedure prevents email addresses from being added to email lists without the owner's consent. This protects against spam and misuse of email addresses.
- Improved deliverability: Emails sent to confirmed email addresses are more likely to end up in the inbox and not in the spam folder.
- Legal compliance: In some countries, such as Germany, the double opt-out procedure for email marketing is required by law.
Disadvantages of the double opt-out process
- Lower filing rates: The double opt-out process may result in lower registration rates, as some users do not want to take the additional step of verifying their email address.
- Increased complexity: The double opt-out process requires additional technical and organizational effort for companies that carry out email marketing.
Alternative procedures
There are also alternative methods for obtaining consent in online marketing, such as the single opt-in process. With the single opt-in process, the user simply has to enter their email address in a form to sign up. However, it is important to note that the single opt-in process is not as secure as the double opt-in process and therefore cannot be used to send promotional emails in some countries.
Anyone can opt in cleanly.
Thomas Borlik
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