If you’re running a double opt-in newsletter (which you should be), you may notice that not everyone will confirm their subscription in a timely manner. This could be caused by spam filters, or overlooking and deleting the confirmation e-mail. To increase the likelihood of your subscribers confirming their subscription, there are some things you can do to simplify the process for them.
Mention that it’s a double opt-in list. Before someone subscribes to your newsletter, make sure they know they will need to take additional action if they wish to receive the newsletter. Something as simple as this newsletter requires confirmation could work. Make sure it’s clearly marked — somewhere near the submit button works well.
Show them how to confirm. On the thank you page, make sure you include instructions for confirming their subscription. A screen shot of the confirmation e-mail along with an arrow pointing out the link they need to click takes the guess work out of finishing the subscription process. (Feel free to subscribe to the Destination Success newsletter to see an example.)
Ask to be added to the white list. Some spam filters can be overzealous and devour anything that remotely looks like spam — including confirmation e-mails. On the thank you page, make sure you tell your subscriber which e-mail address to add to their white list. It also helps if you mention that spam filters which require human interaction will hinder the subscription process.
Add your newsletter name to the subject. A general subject line such as confirm your subscription may go ignored as spam. When you tell your subscriber exactly which list the e-mail is coming from, it will entice them to actually open the message.
Hide your bonus until after the confirmation. If you provide a bonus for signing up to your newsletter, make sure the link isn’t included in the confirmation e-mail. Send it only after the confirmation link has been clicked, that way, they have a reason to finish the process.
Make it easy to contact you if there’s a problem. Nothing online is flawless. If someone encounters a problem, what they really want is to get it resolved as soon as possible. Make sure there’s an easy for people to get in touch with you if a problem should arise with the subscription process.
Send reminders. Sometimes people will overlook your confirmation e-mail. Sometimes it will accidentally end up in the recycle bin. In that event, it’s always a good idea to send out a reminder e-mail gently urging your subscriber to finish the confirmation process.
The key to getting more confirmations is to make the process painless. Don’t make your subscribers think too much and you will be rewarded with more sign-ups.
