With mailbox providers introducing new ways of filtering emails (Hotmail Sweep & Gmail Priority inbox), permission is key to reaching the user’s inbox.
Subscribers are receiving a great amount of emails so it has become challenging for marketers to differentiate themselves from other senders. Gaining consent from a user is the root to a solid relationship with the subscriber. I would strongly recommend choosing Confirmed Optin when collecting details of a new subscriber.
More than ever, marketers should focus on engaging users from data collection point. They should deliver a clear message on what they will send. They also should remind users of the benefits of being part of their programme.
Using a confirmation email upon subscription should enable marketers to describe content as well as frequency. This means that senders need to stick to their promise, they ought to deliver what they say they will deliver.
Last but not least, marketers should also invite the user to add them into their safe sender list (using the safe sender technique) to ensure future delivery.