3 steps to building a double opt-in database

So, how do we as B2B marketers now go about building a double opt-in database? Well, once you have a Confirmed Opt-In (COI) process in place, it is relatively easy.

Step 1: Start the opt-in process with existing data

Start telling your engaged contacts about the GDPR changes and explain why you need them to double opt-in to your communications. From what we've seen, 20% of engaged data won't double opt-in unless you explain the importance of it. Use the scare tactic or the FOMO tactic if you have to.

The best practice we recommend would be to send a follow-up email to all engaged data to ask them to opt-in to your continuous communications. We’d also encourage a resend email for those that do not double opt-in. It is essential that they respond and confirm it is them in the follow-up email. Otherwise, you risk falling foul of the new legislation. We would even go so far as to say do this with your customers too, particularly if you want to run any upsell campaigns in the future.

Step 2: Use form fills to improve your double opt-in rates

People, particularly new prospects, won’t give you consent without a reason. Therefore, there needs to be an exchange of value. Their consent for your companies XYZ. Whether this is a piece of content they desperately need (a whitepaper, guide…etc.) or the slides from a seminar they recently attended. You could even have a pop-up on your website for cold data that lands directly on your website. This tactic has shown us an opt-in rate of 67% so far and is likely to be a popular tactic post-GDPR going into effect.

So far, from email marketing campaigns, email and asset download campaigns, we have seen a 54 – 70% double opt-in rate. Of that data that has double opted-in, we have seen a 15% click through rate – far higher than the industry standard of sub 1%.

Step 3: Purchase data lists now and repeat step 1 & 2

While purchased data lists will still exist after the GDPR goes into effect, they will likely be poor-quality lists. This is because those who give consent to third-party marketing lists are often bribed into doing so. However, until the GDPR comes into effect you can purchase good-quality data lists focusing on your top target prospects and get as many of them to double opt-in to your marketing communications as possible using the above tactics.

Overall, keep your double opt-in process and emails simple and easy to follow. You don’t want to annoy your customers or prospects during the opt-in process. Keep it short, sweet and friendly whilst still complying. And keep going until May 2018! You need to get as many people double opting-in to your communications as possible if PECR does do a U-turn.