6 in 10 marketers believe that a switch from the double opt-in procedure to an opt-out procedure would have a damaging effect on the channel email marketing. This is the conclusion of a current study by artegic AG. 72.2% believe that the change to the opt-out procedure would have a negative effect on the acceptance of email as a medium. 76.6% view a change as negative for consumers.
In a study of 600 marketers and managing directors, online CRM consulting and technology provider artegic AG investigated the views of companies regarding the current discussion around opt-in procedures in email marketing. A clear favourite was the double opt-in procedure where a recipient confirms his registration via a click in an email triggered by the registration. In addition to benefits concerning the legal security through proof of consent, this procedure also has a positive effect on the data quality. 92% of respondents say that the double opt-in procedure has a positive effect on the address quality in email marketing. In total, the double opt-in procedure is currently used by 74.1% of the companies surveyed. 17.3% focus on single opt-in, 8.6% even on opt-out, i.e. the registration without explicit consent with the option to unregister if desired. Interesting fact: Although most companies generally see a change from double opt-in to opt-out as damaging for the medium email marketing (60%) and even for the email (72.2%) and the consumers (76.6%), 25.9% would like to use opt-out if the legal requirements allowed it. It remains unclear in how far the opt-out procedure alone would be suitable in email marketing. For 41% it would be an appropriate procedure. 45.2% however, see it as unsuitable.
“The study demonstrates that most marketers are aware of the effects different procedures have on certain aspects, such as the data quality. Nevertheless, the findings show a split picture. Even though a large proportion of respondents view the switch from double opt-in to opt-out – which is currently being discussed in Brussels – as damaging for the channel email marketing, a significant proportion (41%) see it as a suitable procedure”, resumes Stefan Mies, Senior Marketing Manager at artegic AG.
“The double opt-in procedure has proven itself in practice and is expected by our WEB.DE and GMX users. At the same time, advertising customers can ensure a high address quality. The procedure is therefore an important pre-requisite for high-quality direct communication between companies and users. We assume that a change would have negative effects on the entire communication via email, explicitly the delivery rate” says Rasmus Griese, CEO at United Internet Dialog.
Background of the research is the current debate around the planned European General Data Protection Regulation. It is being discussed whether the verification process in digital dialogue marketing should be relaxed from double opt-in to opt-out. The aim of the study is to investigate the effects of this switch. We have questioned almost 600 marketers. The complete study can be downloaded for free at https://www.artegic.com/doi-study