Since the GDPR came into effect, new customers should confirm their wish to be added to your mailing list twice.
What is "double opt-in"?
It simply means the customer confirms he or she wants to subscribe to your mailing list in two steps:
1) The customer completes and submits the registration form on your site
2) He or she receives a confirmation email, containing a confirmation link. After the customer has confirmed his subscription, the email address is automatically added to your list.
Why offer double opt-in?
There are two main benefits to offering double opt-in for subscribers.
The first advantage is that the quality of your mailing list increases, containing only correct email addresses, boosting the open rate of mailing campaigns, positively impacting your ROI.
And secondly, by asking your customers if they are certain of their choice, you show that you care about their opinion and respect their privacy. When customers are sure they want to receive your mails, your mail is unlikely to get blocked or reported as spam, boosting your brand’s online reputation.
Your e-Commerce solution was updated to send the second email when the GDPR came into effect.
The GDPR represents a real opportunity to (re)connect with your customers, to earn their trust and develop a positive brand image!