Mailchimp have decided to those of us based in the EU remain on single opt-in so we can more easily be GDPR compliant. Here’s their announcement.
- The GDPR does not mention the word double opt-in. What it asks for is an audit trail of ‘granular’ consent. Double opt-in is one easy way to provide this – since it means no-one else could have added the individual to your list. It has a downside and that is that your lists are smaller since many people forget the confirmation bit and don’t get that far.
- I have always gone for double opt-in lists for sales and marketing. They are smaller. The upside is my open rates are between 25% and 60% depending on the list.
- I sometimes use single opt-in for the automation that onboard customers who have already paid me and give them the service they asked for. I may consider it for webinars as it is important everyone gets the link to join.
- MailChimp prioritise whose newsletters go out using an algorithm that includes open rate, so having a low open rate can get your mailings delays (and even categorised as spam).
- MailChimp charges by users (in a range) so a low opening list can mean you are paying for subscribers who never see your marketing messages
Consent under GDPR is ‘granular’ so if you are signing up someone to a list you need to be clear at the point of sign up:
- What they will get as a result of signing up – ie information, sales and marketing – be specific
- Where the data will be held, how long for and for what purpose
- Negative boxes (opt out if you don’t want) are gone. Whether that is for data sharing, being phoned or anything else.
- You may need more than one box if you go for clarity – ie can we email you, can we call you…