To Opt-In, Double Opt-In or Not

What many people don't realize, is that in order to protect yourself, whenever you decide to have someone subscribe to your emailed newsletter, that they MUST opt-in. And for extra security, double opt-in is the best route. This will mean you can prove that the person decided to receive mailings from you, should that person ever try and report you for sending spam.

A Single Opt-In means that a person lets you know they want to receive your newsletter, and they are automatically added. This could be by checking a box when they order something from you, or simply filling in the subscription box form and clicking "Go". The problem with single opt-in is that the person never confirms it, so theoretically, anyone could go and add anyone's email to your newsletter - all without any confirmation required by the actual email address owner.

Double Opt-In means that the person enters their email address or somehow submits his or her email address to be added to your mailing list. The mailing list software then will send a confirmation email to the email address used. Then that person has to either click a specially coded link or reply to the email in order to be added. If the person does not do this, they will not be added to your mailing list.

If you do not do either opt-in, you are not allowing the person to state they wish to receive your mailings. And you could be reported for sending unsolicited emails (spam). The consequences could range from a warning from SpamCop, a warning from your ISP, or even suspension of your internet access account.

The best business practice in regards to newsletters is to do double opt-in. Newsletter services such as Bravenet, Constant Contact and Topica all do double opt-in as a standard feature, as well as sending you a confirmation of every single sign up, so if there is ever a wrongful spamming report filed against you, you can back it up that the person agreed to receive your mailing.

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