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a single-opt in policy offers

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Under single opt-in formats, businesses only mail addresses that have been actively subscribed to their list, typically by completing a web form, filling out a business reply card or sending an email to a specific address. Because the registration process is proactive, a single-opt in policy offers a higher level of security than the opt-out

approach.

Since single opt-in procedure does not require email address verification, it is possible to register other people without their consent, merely by having knowledge of that person's email address.

Single opt-in email policies are less susceptible to spam traps. Spam traps are essentially email addresses or  Brand Video domains that have not registered to receive any email. The problem for marketers comes when people deliberately subscribe spam trap addresses to their lists.

Typically, response rates will be higher if you take an opt-in approach - not so high as with 'double opt-in' - but it's a step in the right direction.


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