Email Marketing Levels of Permissions and Consent

The foundation of any effective email marketing program relies on permission. Legally, you have a few different options of how you want to obtain permission from your list, but it’s important to understand these different permission types and how they play a large role in how you increase deliverability and response rates. Today we’ll talk about a few email best practices for permission and consent, ultimately giving you higher delivery/open/response rates, a better customer experience, and increased retention and brand affinity.

The following permission acquisition methods are acceptable, but the use of each method requires attention to detail and careful execution to comply with industry regulations and best practices.

Double Opt-in: The “Gold Standard” of Permission

A double opt-in is followed by an initial opt-in request or action, like a form submission. Then, a confirmation email is immediately sent to notify the person that some action is mandatory before his or her email address will be added to the list. The person must then confirm the email, which is typically seen in either button or link form in the confirmation email itself.

This form of permission is considered to be the highest valued, cleanest level desired. It is especially appropriate for those SMBs who collect email addresses in an offline manner. According to MarketingSherpa, users of this method are said to have higher deliverability, open, and conversion rates, yet only 10-15% of all marketers use this method.

Here are some tips for double opt-in permission tactics:

• Spend time developing and crafting a persuasive opt-in pitch. This is most likely the language that is sent in the subsequent email after the initial opt-in (like filling out a form.)
• Make it clear that the individual must reply (click the link/button) in order to complete the subscription process.
• Detail what to expect in the “From” and “Subject” lines.
• Ask subscribers to add you to their address books, and give instructions to do so.

Single Opt-in: The Box Left Unchecked

A single opt-in happens at the point of email address collection, like when an individual fills out a form on your site and decides to “opt-in” by checking the unchecked box. By checking the box, this person has requested to be included on an email list to receive commercial email.

This level of email permission is the most used subscriber acquisition method. According to MarketingSherpa, it’s used by 35-40% of all marketers. It requires an individual to take few and easily executable steps to subscribe to an email marketing program. Your lead forms must be easy to complete because there is a dramatic drop-off with an overly long or confusing form. Also, this form of permission will not give you the most qualified email list, mostly because there is some risk of fraud (others may enter your email address in the form.)

Here are some tips for single opt-in permission tactics:

• Keep online forms short to minimize clicks - two clicks are already required to check the box and hit the submit button.
• Make it clear that checking the box means opting IN.
• Immediately trigger a welcome or confirmation email even if it does not require any action or response.

Opt-out: The Box that’s Already Checked

An opt-out happens when the sender (typically) has a prior business relationship with the subscribing individual. This could be a relationship that’s transactional, like if a customer has already agreed to purchase a product from your website. The individual must actively request NOT to be included on your email list in order NOT to receive future communications.

A best practice for an opt-out permission method is to notify the person that you intend to communicate with that person hereafter the transaction. According to MarketingSherpa, this method has been adopted by 20-30% of marketers and is most often used as part of a different transaction. 

Here are some tips for opt-out permission tactics:

• Use this method in appropriate situations, like during site registration.
• Carefully design your lead form and consider placing your “submit” button right next to the opt-out box.
• Make it clear that a pre-checked box means that the users will begin receiving email if they do not change the selection.
• Immediately trigger a welcome email - upgrade permission level to confirmed opt-in if possible.

Why Noggin Digital Marketing Digs the Double

Over here at Noggin, we believe that the double-opt in method is the best way to carry out your email marketing program. This form of permission will get you only the most qualified leads on your email list, which is a big, BIG deal. Wouldn’t you want to have a powerful email marketing program with increased deliver, open, and response rates? Wouldn’t you feel more comfortable knowing that the people on your list actually enjoy receiving your communications?

We wrote this post because we feel like SMBs deserve to know the permission tactics they’re using for email marketing. Who knows, you may be using the opt-out method and scaring your customers and visitors into submission. Nobody wants to feel taken advantage of, and it’s best to have the security of knowing that someone went through a couple of steps before they’ll see your content.