To answer why we need a Double opt-in we should first understand what a Double opt-in is. The Mobile Marketing Association defines Double opt-in as “The process of confirming a mobile subscribers wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. A requirement for premium and many other types of mobile services.” What this essentially means is that in order for a subscriber to participate in a mobile marketing or premium sms program they must not only send in an initial message indicating interest but they must also respond with an affirmative to a second message. A sample of the process is below.
Step 1
A subscriber responds to a call to action and texts in a keyword to 71813. In this case the keyword is
BEAN.
Step 2
The subscriber gets a response back prompting him or her to confirm the subscription.
Reply Y+Zip(Y12345) to join The Bean Cup Text Club
Get 1 msg/wk
Std Msg Rates Apply
To Opt-out reply STOP BEAN
T&Cs @ connectivemobile.com
In this case we also ask for the zip code because we provide this demographic information to our customer and enable them to send messages by zip code if they desire.
Step 3
The subscriber replies with “Y46237” providing the affirmative required for double opt-in and giving us their zip code so that if a future message is specific to a certain area not near them, they won’t receive a text.
Step 4
The subscriber receives a response message indicating the process is complete.
Welcome to The Bean Cup TEXT CLUB
To opt-out text STOP BEAN to 71813
Standard messaging rates apply
Text help for more info
At this point the Double opt-in process is complete and the subscriber will now receive messages. Why is the Double opt-in process necessary? It seems like it might actually deter people from subscribing. It seems cumbersome. In truth it can be, but there is one compelling reason that overcomes all objections and that is preventing SPAM. SPAM has become a parasite sucking the productivity and usefulness out of email and specifically email marketing. The Double opt-in process was implemented to help prevent SPAM on the cell phone. Imagine the constant stream of garbage you could receive if there weren’t safeguards in place to prevent SPAM on the cell phone. We are glad to see measures and methods being put in place to prevent what has happened to email from happening to SMS (text messaging)
As for the the downsides, here at Connective Mobile over 95% of the subscribers that initiate the process complete it. That means that you have a text club that is 100% interested in seeing your message. This is why mobile marketing has a much greater rate of return than many traditional advertising methods.
Please feel free to contact us with any questions or thoughts you have on the Double opt-in process
info at connectivemobile.com