what to do when contact has not confirmed opt in

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We have sent e-blasts to my clients' customers and have a great number whose contact status is "error" and their confirmed status is "This contact has not confirmed opt in." What is the next step to give these contacts another opportunity to opt-in? What can I do to correct these errors? Should I mark them as active and send an opt-in email?
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OLA Designworks

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Posted 3 years ago

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Marc P, Employee

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Official Response
Hi!

Error state and confirmed opt-in are really two different kinds of things.

If a contact is in an error state, there was some problem delivering to the address. Either the address is invalid, the mail server rejected the message saying "don't try again" or there has been a lesser error delivering to that address for the last 4 campaigns you've sent to that address (like their mailbox is full or something like that). It usually not effective to change the status of those individuals and retry sending to them and in fact, that could ding your reputation negatively by continuing to retry to bad addresses.

Confirmed opt-in means the recipient has taken an extra step to verify that they wish to receive your emails by actively confirming that through your signup form welcome message. This is the best case opt-in you could have for your members. Many recipients aren't given the opportunity to confirm opt-in, though, so you'll see a mix of status here...

Hope that helps!
(Edited)
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Marc P, Employee

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All rejections are not created equally. If a marketer simply took all bounces at face value and never sent to those addresses again, their list would be in a downward spiral due to permanent errors (mailbox is not longer valid or inactive mostly) or transient errors (mailbox is full, recipient is on vacation, technical problems with the receiving server, problems with the content of specific campaigns, etc). If marketers ignored those bounces entirely, they would quickly find themselves having delivery problems as recipient systems flagged or blocked them for not following Internet standards and industry best practices.

In many cases, recipients will respond with permanent error codes for what are really transient errors. Emma has internal logic to interpret the bounce codes and bounce messages in context to Do The Right Thing, based on those standards, best practices and other recommendations received directly from Administrators at those recipient systems, such as Gmail, Yahoo, Hotmail, Comcast and the like.