You would think that whenever you face such a problem all you would need to do is to remove the email addresses that are wrong or closed. However, the actual difficulty lies in differentiating between soft and hard bounces. How do you know which email address is down temporarily and which one permanently? The solution to this is to make use of Ezine distribution softwares or services discussed later on in this section. These would automatically delete hard bounced email addresses from your database. Manual handling of bounced emails can be extremely time consuming and difficult.
2.5 Double Opt in
Ezines can be a great way to build a customer base. However, Ezines can also get you a bad name if they are not created and distributed right. There have been many instances where Ezines have only caused frustration with more customers ending up hitting the unsubscribe button. You wouldn’t want this for your Ezine. The sole purpose of Ezines is to increase customers not to decrease them.
Unforgiving customers are extremely less tolerant about poor design and administration of ezines. Besides, the subscription process is absolutely crucial when it comes to new customers. It is imperative that you adopt the safest and the most credible subscription option. How many times have you found yourself being subscribed to unwanted newsletters only because you clicked a single button? Marketers of such a strategy may boast of a rapid increase in the number of subscribers – but only temporarily. Such an approach may backfire easily and I would not be surprised if the number of un-subscriptions is far greater than the number of subscriptions over a period of time.
This is where the Double Opt in subscription method comes in. As compared to Single Opt in wherein users are subscribed to a newsletter with a single click, double opt in is far more credible and effective. With Double Opt in subscribers are not enrolled until they confirm the subscription by means of a reply to a confirmation Email or message. Thus, only genuine readers would subscribe to your Ezine.
Like every marketing tactic, Double Opt-in also has a few critics. Some say that readers may not confirm the subscription request and eventually you would end up losing prospective customers. However, the chances of something like this happening are far remote compared to the number of un-subscription requests with a Single Opt in strategy.
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