In order to collect emails on a website you will need an opt-in form.
The form will ask for the email address (minimum) and often the first name.
The web visitor fills out the form and then submits it. The form will be handled by a form processor and what happens next depends on the opt-in method you have adopted.
There are two subscription methods used:- single and double opt-in.
Single opt-in
With a single opt-in the subscriber fills out an online form or sends an email to a subscription address and they are automatically added to the email address list.
Advantages
- More email addresses captured
- Easier for the subscriber
- Easier to set up
Disadvantages
- Address list quality generally low
- People can use someone else’s email address
Double opt-in
With Double opt-in the subscriber first subscribes by using the online form/email address, and then confirms the subscription by replying to a subscription confirmation email.
The subscriber is not added to the email address mailing list until he confirms the subscription.
Although not mandatory the double opt in method does have numerous advantages over the single opt-in method:
- Reduces number of dead email addresses drastically
- Reduces the chances that you will be sending email to someone that hasn’t really subscribed and getting accused of spam.
- Qualifies the subscriber as interested, as he has to do something extra.
- Can command higher advertising fees.
Here is an example of a confirmation email
Notice the link in the email which will take you to a confirmation page and complete the subscription.
Double opt-in is the preferred method to use
Opting-Out
Legally you must give the subscriber a way of un-subscribing from your list i..e. opting out.
This opt-out link should be clearly visible and available on every email that you send.
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