Jens Fischler | Dir. International | j.fischler@optivo.com

Merhaba! Türkiye

Yeni E-Ticaret Kanunu ve

Double Opt-In ile tutkulu müşteriler yaratmak

Company

2001

Crosschannel

>1.000

Founded

Clients

4Member of industry organizations and initiativesx

>

Since June 2013 a Company of Deutsche Post DHL

Locations (Berlin, Warsaw, Amsterdam, Istanbul)

>130(E-Mail, SMS/Mobile, Social, Web, Fax, Print)

Employees

Electronic spamming is the use of

electronic messaging systems to send

unsolicited messages …*

Definition Of Spam* Source: Wikipedia

Spam Folder

► Mailbox Provider / ISPs

► Bad reputation

► Filtering software

► Bounce rate

► Complaint rate

► Spam trap rate

► Content

► And many more …

► User Engagement

► Spam is exactly, what the definition says, every unsolicited email

► It’s Spam, if the user thinks it’s Spam

Why User Consider It Spam

Sustainable

Email Marketing

Spam

Emails come

too frequently

I (think) I never

subscribed

I don‘t recognize

the sender

Offensive

content

I‘m (no longer)

interestedEmail was

delivered to

spam folderNewsletter

looks horrible

Deliverability Is Key

Return Path Email Intelligence Report Placement Benchmarks, 1H 2013

-6% YOY

20%

lost

optivo Deliverability

Recipients

Possible Opt-Ins

Single

Confirmed

Double

SOI

COI

DOI

Strong subscriber relationships always

begin with a strong permission.

Best Practises

Website Form DOIConfirmation Welcome

Website

Be visible

Form DOIConfirmation WelcomeWebsite

Website

Be visible

Activate

Form DOIConfirmation WelcomeWebsite

Website

Be visible

Activate

Explain

Form DOIConfirmation WelcomeWebsite

Sign Up Form

Keep it short

DOIConfirmation WelcomeWebsite Form

Keep it short

Be clear

What´s in for me?

Sign Up Form

DOIConfirmation WelcomeWebsite Form

Be short

Be clear

Whats in it for me?

Only ask what you need

DOIConfirmation WelcomeWebsite Form

Sign Up Form

DOIConfirmation WelcomeWebsite Form

Sign Up Form

Confirmation Page

Say „Thank you“

DOI WelcomeWebsite Form Confirmation

Say „Thank you“

Next step

Confirmation Page

DOI WelcomeWebsite Form Confirmation

Open ConfirmationEmail

Click on the Confirmation Link You have activated your Newsletter

Please check your Spam folder in your Email account.

Do you have any further questions? Please feel free to get in touch with us at + 0800 555 55 55 or send an email to optivo@metrics34.com.

Please add newsletter@optivo.com.tr to your address book.

These are the next steps…You should just have received an Email from us

Continue

Confirmation Page

Say „Thank you“

Next step

Inform

DOI WelcomeWebsite Form Confirmation

Double-Opt-In Email

WelcomeWebsite Form Confirmation DOI

Welcome Page

Website Form Confirmation DOI Welcome

Welcome Mail

Website Form Confirmation DOI Welcome

Pros & Cons of DOI

Pro

Only people who are truly interested will Double Opt-In

Response rates will be higher (up to 20%)

You’ll always have proof of the Double Opt-In

> Nobody can sue you for spamming

Con

Worry that people will never follow through the confirmation link

But: If someone is NOT willing to click a simple confirmation link, do

you think they’re really going to read your emails or respond to

them?

Quantity

Quality vs. Quantity

DOI

COI

SOI

Why Double Opt-In?

Legal obligation (e.g. in Germany)

Best practice for ISPs

Better deliverability

Strong permission

Passionate users with higher response rates

Because it’s included and default

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