I feel the extra step of confirming the subscription is really harming the sign up rates. Any advice would be greatly appreciated!
How necessary is it to have double opt in enabled?
Best answer by Edgar Emmanuel
Hey Vaughan, the simple reason why Klaviyo advices on double opt-in is to lower the rate of your emails going to spam and increase email deliverability.
It's just an extra step to confirm if a subscriber actually wants to receive emails from you.
I run email marketing and to be honest, a large number of folks don't confirm the double opt-in because they forget and it's a lot more tedious. So they end up not actually becoming subscribers. You should make it seamless so it's easy to sign up.
I personally wouldn't advice it. There are many other KEY ways you can prevent your emails from ending up in spam and increase the number of your emails that gets right into the inbox of your subscribers. For example,
1.) Warm your account if you just switched email providers or are using Klaviyo for the first time. Do this for 2 weeks.
2.) Send only KEY flows at first. They are the most engaging emails. KEY flows like welcome emails which has the highest open rates at about 80%, cart/browse/checkout abandonment emails, post-purchase/Thank Yous/Upsell, Cross-sell email.
Send these flows to the subscribers who have engaged with your brand in the last 30 days only at first. Then as you monitor your open rate, and click rate you can increase the benchmark to include 60,90 days etc.
3.) Ask for reply within your email from your subscribers. Tell them to also add you to the primary tab so that the service provider recognizes your email as one of those they actually want to see.
4.) With Klaviyo and new updates to iOS and Gmail, don't just focus only open rates when sending flows and campaigns. Look at your click rates, click-through rates and purchases.
Collecting these data will help you with better segmentation of your list.
In addition, you can also collect first hand data using Klaviyo's integration with Typeform and also review app you use(if you do use one).
6.) Clean your list every 6 months. Remove/suppress anyone who has not opened/engaged with any of your emails in the last 6 months.
Email deliverability and marketing is quality of quantity.
I hope this helps.
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