Jimmy Kim argues that double opt-in is becoming standard in email marketing because it builds trust. When subscribers confirm they want your emails and know how often they'll hear from you, they stay happier and more engaged than when they're added without confirmation.
When you have a clear opt-in process and subscription preference, telling them when you're going to message, how often you're going to message them, how much you're going to send them, and what you're going to send them. This is what people like, man. People want to have that clarity and know that's happening. In fact, this is where I've got this whole like double opt-in and confirm. It's really funny. You know, if we talked about double opt-ins maybe 5 years ago, people would panic freak. You don't want to lose leads and all that stuff. But if you start thinking about all these applications and things that you're signing up for, like if you sign up for your favorite mobile app or your social media accounts or different things nowadays, more and more tools and services are now making you go to your inbox, confirm that it's your real email before jumping in, which means that the market is starting to shift into more of a confirmed or double opt-in process. I really do believe that this is the future. Subscribe to the pod.
