A few years, heck even a few months ago, double opt-ins were still something you could probably get away with not employing. I mean, you shouldn't have, but you could have still easily legally collected names and gone on with your life.

But now? Post GooHoo requirements, without a double opt-in, you're putting the revenue you earn from email in jeopardy. This week and next, we're going to break down how to build one that doesn't feel icky and actually builds your brand.

The Why?

Marking brands as spam or unsubscribing from emails has never been so easy for a reader thanks to the Google/Yahoo update (from this point forward, the GooHoo update). The one-click unsubscribe function that is now required makes it so easy for a brand to opt out of your emails and the fact that readers can also mark you as spam right from their inbox is scary. Add to that that Google is requesting you keep your spam rating below 0.3% or else...? But it doesn't have to be scary.

You need to do one simple thing when readers join your list.

Build Trust.

And how do you do that?

Say what you're going to do and do it. And make sure whatever it is you're going to do is valuable to your reader.

Many countries and regions have strict laws when it comes to collecting data and then using that data to market to someone. By using a double opt-in, you can ensure you've adhered to the laws and safely collected your reader's data. There are no guarantees that your reader won't unsubscribe or mark you as spam, but double opt-ins are the first step to reducing that chance and being compliant with global laws such as CASL and GDPR.

Nearly all of your subscribers are now familiar with the double opt-in and are very used to having to go to their inbox to confirm that yes, they did ask to be marketed to via your emails, so it's no longer an excuse you can use that you think using one will cause your subscribers to be less likely to join your list. That's just simply not true.

It's now come down to either you have the double opt-in and enjoy a healthy, vibrant list or decide not to have it and run the risk of being marked as spam more often, which means more of your emails are heading to the spam folder, which means fewer eyes on your emails, which means...yes, you know this, less revenue from emails.

What you can do to feel better about asking your readers to confirm their interest in joining your list is to make the experience branded and in your author voice. Start the immersion immediately!

Next week I'll attach a visual to that, but for this week, give it some thought. How can you make your double opt-in feel more experiential? Essentially, make it the first email in your welcome sequence!

1. Brand your buttons so they match your brand colour.
2. Make the subject line a little more exciting.
3. If you're able, pull in an image. This will be one of the few times I tell you to lead with an image.
4. Change the copywriting to fit your brand voice instead of the generic version that's automatically there.
5. Don't forget to brand the success message too!

Did you know that these are the first two emails your reader will receive of yours and that they are the most opened and clicked-on emails you'll ever write? So why not use them to your advantage? They are training your reader's email service to look forward to your emails and giving your reader a clear and transparent vibe from your writing!

Okay, next week, we'll look at a couple of my opt-in emails so you can see how I put these together!

Happy Emailing,

Holly