Yeni E-Ticaret Kanunu ve Double Opt-In ile tutkulu müşteriler yaratmak Jens Fischler - Optivo

1. Jens Fischler | Dir. International | j.fischler@optivo.com
Merhaba! Türkiye
Yeni E-Ticaret Kanunu ve
Double Opt-In ile tutkulu müşteriler yaratmak

2. Company
2001
Crosschannel
>1.000
Founded
Clients
4
Member 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

3. Electronic spamming is the use of
electronic messaging systems to send
unsolicited messages …*
Definition Of Spam
* Source: Wikipedia

4. 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

5. 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)
interested
Email was
delivered to
spam folder
Newsletter
looks horrible

6. Deliverability Is Key
Return Path Email Intelligence Report Placement Benchmarks, 1H 2013
-6% YOY
20%
lost

7. optivo Deliverability
Recipients

8. Possible Opt-Ins
Single
Confirmed
Double
SOI
COI
DOI

9. Strong subscriber relationships always
begin with a strong permission.

10. Best Practises
Website Form DOIConfirmation Welcome

11. Website
 Be visible
Form DOIConfirmation WelcomeWebsite

12. Website
 Be visible
 Activate
Form DOIConfirmation WelcomeWebsite

13. Website
 Be visible
 Activate
 Explain
Form DOIConfirmation WelcomeWebsite

14. Sign Up Form
 Keep it short
DOIConfirmation WelcomeWebsite Form

15.  Keep it short
 Be clear
 What´s in for me?
Sign Up Form
DOIConfirmation WelcomeWebsite Form

16.  Be short
 Be clear
 Whats in it for me?
 Only ask what you need
DOIConfirmation WelcomeWebsite Form
Sign Up Form

17. DOIConfirmation WelcomeWebsite Form
Sign Up Form

18. Confirmation Page
 Say „Thank you“
DOI WelcomeWebsite Form Confirmation

19.  Say „Thank you“
 Next step
Confirmation Page
DOI WelcomeWebsite Form Confirmation
Open Confirmation
Email
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

20. Confirmation Page
 Say „Thank you“
 Next step
 Inform
DOI WelcomeWebsite Form Confirmation

21. Double-Opt-In Email
WelcomeWebsite Form Confirmation DOI

22. Welcome Page
Website Form Confirmation DOI Welcome

23. Welcome Mail
Website Form Confirmation DOI Welcome

24. 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

25. Quality vs. Quantity
DOI
COI
SOI

26. 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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Telefon: +90 212 330 34 01
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