Confirmed Opt-in Reduces Unsubscribes & Complaints
Results of a study conducted by AWeber identified that a
By Tom Kulzer March 31, 2004
Results of a study conducted by AWeber identified that a confirmed opt-in AOL subscriber is significantly less likely to unsubscribe in the first 60 days of publication than a single opt-in subscriber.
Statistics were run on a random sampling of approximately 200 AWeber client opt-in email lists of AOL subscribers added in the past 60 days having received a similar volume of emails over that 60 day period. Each subscriber visited a client website and typed in their name and email address requesting to be added to their sales follow up process or newsletter. Since we also record and receive statistics from AOL’s “this is spam” button we included the percentage of those subscribers who also complained the messages they opted into were spam.
Non-Confirmed Web-Form Opt-ins:
- Unsubscribed using remove link: (22.2%)
- Hit “This is spam” button: (2.1%)
Confirmed Web-Form Opt-ins:
- Unsubscribed using remove link: (7.9%)
- Hit “This is spam” button: (1.4%)
Confirmed opt-in subscribers were significantly less likely to unsubscribe from a newsletter or email follow up sequence if they took the extra step to confirm their subscription.
Confirmed opt-in subscribers were also less likely to complain that the messages they requested were spam.
Businesses often assume that using a confirmed opt-in subscribe process will cause them to lose subscribers. The stats above bring contradicting evidence that not using confirmed opt-in can, in the long run, potentially lose more customers.