Ryan Allis

Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.

Last time I talked about some guidelines to help you reduce email
bounces. This time I'll talk about the pros and cons of using a double
opt-in process.

Double opt-in is a process that requires new
subscribers to confirm their subscription by clicking a link in an
email. This ensures that your customers are humans and truly want to
receive your messages. A list that uses double opt-in tends to receive
less spam complaints, less unsubscribes, and less bounces. Double
opt-in can really boost your deliverability.

Double opt-in does
have some trade-offs. Around 40% of users who initially sign up fail to
confirm their subscription. Over time, this can have a negative impact
on sales. However, this could be just what you need to ensure that your
marketing efforts are spent only on those truly interested. If you are
frustrated that you have a smaller list due to the double opt-in
process, just remember that it's of a much higher quality.

Next time, I'll talk about sender IDs and how to improve your deliverability to Microsoft domains (like MSN and hotmail).