An opt-in confirmation mailing -- you might have heard it called re-engagement mailing or permission pass -- is a tool that email marketers can use to refocus their efforts, improve response rates and develop a deeper, more trusted relationship with their subscribers. You’re removing subscribers who aren’t responding to your messages while also getting a detailed list of the people who are engaged and should be the foundation of your email marketing efforts.
There are a few things you need for a good opt-in confirmation mailing.
You can find great information on subject lines elsewhere -- like here -- so we’ll stick to points 2 and 3.
Of course, you always want content that effectively conveys your message and engages your contacts, creating a lasting impression that your mailings are valuable to your readership. What you need in this case is more of the same, but with a call to action. You really want these people to confirm their subscription and remain on your list, but you also want them to feel like they can leave if they want to and that you’ll respect that.
Here’s an example of what your content might look like:
Much like your subject line, you can find a lot of great help already when it comes to searching for and segmenting out a desired group of recipients. When you’re sending an opt-in confirmation message, you’re primarily going to be looking for contacts who aren’t currently opening your emails and who have not been doing so for an extended period of time. For some segments, that period of time might be as short as six months. More often, you’ll be looking at people who have not opened an email in the last 12 months. Other segments that might need an opt-in confirmation message may be:
Once you have everything ready, it’s time to send your message. Once the mailing is sent, you’ll be waiting a few business days before you remove anyone who hasn’t confirmed. We’d recommend sending the opt-in confirmation mailing early in the week to avoid it stretching over the weekend, when your contacts may be less attentive to your message. Below, you'll find a step-by-step explanation of the entire opt-in confirmation process described in this post.