The Elegant Double Opt In
The double opt-in, while it may sound a bit like an intermediate ice-skating jump, is in fact a key part of the best email marketing services. Allowing people to opt in to a newsletter is already more than good manners- it is what prevents your newsletter from being (not just being labeled, but actually being) spam. Does that mean if you're switching from a plain text newsletter to HTML email marketing templates and professional distribution that you need to ring up each client and ensure they want to remain on your email list? No, that is not the case- if people are already happily receiving emails from you, then it's all well and good. If anything, using email marketing software that provides an easy link for them to unsubscribe from your newsletter will decrease the likelihood that your newsletter will be labeled as spam in an attempt to have it filtered out of their inbox.
No, the glory of the double opt-in applies to new readers and potential recipients of your newsletter. Once they've signed up for your newsletter, whether on a website, in person or in any other way, they will receive an initial email asking them to confirm this. Why is this an important step? One, it prevents mistakes from being made- typos or errors in entering an email address could result in your sending email to the incorrect address. Secondly, it reminds them that they have asked to receive your free email marketing newsletters. They might then go ahead and add you to their address book to ensure your newsletters don't get caught by their spam filters, if they have employed this feature of their email service. It also creates familiarity with your email address so that when your emails do arrive, they recognize them for what they are.