2. Opt-ins: single versus double
When you’re operating under the GDPR, you have to use double opt-in to collect email addresses. However, when your law states that you can choose between a single or double opt-in, we still recommend you to choose double opt-in for your signup forms and pop-ups.
With a single opt-in, people need to add their email address and click “Subscribe”. This action alone adds them to your email list.
With double opt-in, each new subscriber automatically receives a confirmation email with a URL to verify that they’re indeed the owner of the email address. This method results in more quality subscribers because everyone that verifies shows you that they really want to receive your newsletter. Double opt-in also lowers the risk of spammers being added to your contact list.
3. Provide frequency options
Everyone's schedule is different. Make it easy for people to fit your content into their schedule by offering frequency options. These options can be showcased:
Below the signup form or pop-up, so people can select their preferred choice directly when signing up.
On a landing page that also serves as a subscriber profile (also named preference center).
In an email.
All of these options work similarly. Based on the option subscribers click, they'll be added to (or removed from) a specific group so you'll know exactly who wants to receive your newsletter when.
Read more about how frequency options work on the custom unsubscribe page.
4. Send personalized welcome emails
Say hello to new subscribers with an automated welcome email series! We love welcome emails because they're a ridiculously easy marketing automation to set up, and they’re super effective.
Their timing—sent directly after someone subscribes–is what makes these types of emails so well-read. On average, welcome emails have 4x the open rate and 5x the click-through rate of a standard email marketing campaign.
Start each new subscriber relationship off right with a personalized email. These workflows will let you engage with new subscribers and help to get to know your audience better.
5. Segment your email list
Keeping a clean list has everything to do with keeping readers engaged. This can be done by segmenting your list, so that you can send personalized content that fits each reader’s interests.
Since not all of your readers are interested in the same content, it’s wise to segment your email list and send targeted emails. Plus, with MailerLite, you can have unlimited email lists.
You can segment readers based on engagement, location, age, gender, topics of interest—you name it. Whatever segmentation lets you send more targeted content.
In our ultimate guide to email segmentation, we’ll dive into how to segment your email list for your target audience the right way.