Opt‑In List Best Practices for Marketers

What is an opt-in list?

An opt-in list is a list of contacts that have explicitly stated their consent to receive email or text message communications from your business. When a customer provides you with their email or phone number and agrees to receive messages, they're opting in to your list.

Opt-in methods can come in the form of single opt-ins or double opt-ins. A single opt-in adds a customer to your list as soon as they sign up. These tend to result in a larger contact list, but may lead to more unsubscribes, more spam contacts, or a less engaged list. For double opt-ins, users must confirm their subscription via a link in a text or email in order to join your list. These lists tend to be smaller, but their engagement and quality is typically higher.

Along with opt-in email lists come opt-out lists, too. This is a list of contacts who were once subscribed to communications, but have since asked to stop receiving them. Once a customer opts out of your list, you can no longer send them messages.

Opt-in and opt-out lists are modern marketing's consent methods. In addition to ensuring you follow privacy and data laws, including TCPA and GDPR, they show your customer that your business is trustworthy and reliable and improve customers' impression of your brand.

Why opt-in list quality matters more than size

As with many things in life, a bigger list isn't always better. Rather than focusing on growing the biggest email list possible, it's better to prioritize a high-quality list, even if it's smaller. Read on to learn why list quality matters more than size.

Better open and click-through rates

Message opens and click-through rates are the first step in achieving a conversion through your email marketing campaign, whether that may be selling a product or scheduling a service. But your open rates and click-through rates affect your email deliverability, too.

A high open rate and click-through rate shows ISPs and ESPs that your emails are both relevant to your contact list and valuable to them. A large, low quality email list typically results in low open rates and click through rates, which suggests to ISPs and ESPs that your email may be spam.

Higher conversions with targeted content

There's a considerable amount of time, money, and manpower that goes into building and marketing to your email list. Not only is there the cost of time spent crafting emails, but most marketing platforms also charge based on list size, so a larger email list costs more. Even with the most strategic marketing campaigns, you're unlikely to drive conversions with a low-quality opt-in email list. Together, these components can result in a low ROI.

A quality list, on the other hand, costs less to maintain and enables more targeted marketing that drives high conversions and higher ROI.

Lower unsubscribe and spam complaint rates

Another factor that ISPs and ESPs look at to identify spam messages is unsubscribe rates and spam complaint rates. Members of a low quality list may not remember signing up for your list in the first place. When emailing these contacts, you're likely to receive a barrage of unsubscribes and spam complaints, which may impact your deliverability. A double opt-in list, on the other hand, shows greater customer intent and has a lower likelihood of unsubscribes or spam reports.

Best practices for building a high-quality opt-in list

For the best marketing outcomes, it's vital to maintain high-quality opt-in lists. Read on to learn best practices for building strong SMS and email lists that convert.

Use clear, compelling calls to action

The first step in building a quality opt-in list is generating subscriptions. Use clear and compelling calls to action that give contacts a reason to sign up for your list, like an incentive for a benefit. For example, "Sign up for discounts and exclusive tips" is a much more powerful call to action than "Sign up for updates."

Make sign-up forms simple and user-friendly

Another tactic to encourage subscriptions is to make your email opt-in form as simple as possible. Only ask for essential information that you're sure you'll utilize, like name, email, and phone number. If it's relevant to your business, location information may be useful, too, but stray away from asking for complete addresses, as it may feel intrusive.

In terms of design and layout, minimize friction by using mobile-first design and enabling form autofill support. The longer your form is, the more likely users will perceive the signup process as daunting or too time consuming. By splitting long forms into a multi-step process, you can avoid this impression and improve completion rates.

Use double opt-in for higher intent

Now that you've designed a simple and straightforward form, it's time to take steps to improve its quality. Using a double opt-in is a quick and easy way to do so. By requiring subscribers to confirm their subscription via email or text, you verify both the validity of their information and the interest in your business. It can also protect your email list against spam signups or bots.

The double opt-in method can also help build trust with subscribers. It shows your subscribers that you respect them and are committed to their privacy. This simple step can make a big difference in your brand image.

Be transparent about what subscribers will get

Another way to improve the quality of your marketing list is to set clear expectations. Be transparent with subscribers about what they'll get when they opt in to your email list. By doing so, you can make sure you're building a list of people who actually want what you have to offer.

There's no need to explain your entire marketing calendar in your signup form. Simply give customers a high-level overview of what to expect, like a weekly email with discounts, new products, and helpful tips.

As part of your commitment to transparency, link to your privacy policy or terms of service in your signup form. While customers are unlikely to read either, simply having them available is a great trust signal.

Leverage gated content and lead magnets

Another tool for growing a quality email list is to incentivize signups with gated content or lead magnets, like eBooks, checklists, discount codes, or early access to new products. When designing your lead magnet, make sure its value aligns with your audience's goals. It's also advised to avoid bait-and-switch tactics, like promising an eBook and delivering a one-sheeter.

Optimize for multiple channels

Opt-ins shouldn't only happen in your website footer. Collect list subscriptions via a range of different channels, like site pop-ups, your blog, and across social media. You can also encourage list opt-ins during in-store transactions by offering a QR code that directs to your email signup form.

Make sure you sync all lists to avoid sending duplicate emails, which can be perceived as spammy.

Maintaining and nurturing your opt-in list

Once you build a high-quality email list, it's important to maintain it. Read on to learn how to keep your list's quality.

Send a welcome email or series

As soon as customers opt in to your email list, send them a welcome email or series. You can use this opportunity to give them a better idea of what to expect from your list, share more information about your company, or offer a discount code. By connecting right away, you'll make a strong impression.

Segment your list from the start

Use the information you collect during signup to segment your email list. Segmentation by physical location, signup source, site actions, and other information will help you create more targeted email campaigns down the line.

Clean your list regularly

Periodically review your email list and remove low quality contacts, like subscribers who don't open emails or don't engage. Doing so will improve list quality and help deliverability.

Respect unsubscribe requests

If a subscriber unsubscribes, respect their request. Stop contacting them.

Legal considerations for opt-in marketing

There are a number of consumer protection acts for email and SMS lists. They include:

• GDPR: This law from the European Union gives subscribers greater control over their data, like the right to access, change, erase, and restrict its use.
• CAN-SPAM: Regulates the types of emails that can be sent, who emails can be sent to, and how subscribers can opt out of email lists.
• TCPA: Controls text message marketing and requires that customers explicitly opt in to SMS texts before receiving and be given clear instructions on how to opt out.

Focus on value and trust for your opt-in email list

When it comes to your email list, quality is everything. A low-quality email list can result in low conversion rates, high numbers of unsubscribes, and a greater likelihood your emails will be sent to spam. A high-quality email list, on the other hand, can drive high conversions and strong ROI.

To create great emails that drive great results, try Mailchimp. Our easy-to-use platform gives businesses complete control over their email lists, design, content, delivery, and more. Try today.

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Key Takeaways

• An opt-in list is a list of contacts that have agreed to receive emails from your business, typically through a subscription form.
• A high quality opt-in list can result in higher click-through rates and conversion rates and better deliverability.
• Simple and straightforward subscription forms with double opt-ins can result in your highest quality email list yet.

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