The first step of Double Opt-in was having your pre-customer click a checkbox saying they wanted regular communication from you. Immediately after this you want to send a confirmation email that is going to have a giant button, link, or call to action that asks your pre-customer to confirm again that they want to be receiving your emails. Going forward, you’ll only want to email those who clicked this second confirmation link, regardless of their expressed interest in your update emails.
This confirmation email is also a great opportunity to re-establish value with your pre-customers. Below is an amazing confirmation email from BETCHES -- a news aggregator with attitude (“Brutally Honest News, Gossip, & Advice for Young Women”). One of the amazing things about this email is how it conveys the value of subscribing just through the header image and branding (“THE ‘SUP”). While this isn’t a confirmation email for a pre-order campaign, it is a perfect example of establishing value.
BETCHES Confirmation Email
This BETCHES email isn’t perfect though. The primary call to action, in this case “Confirm email”, could be buttonized, as well as include a full text link as a backup. It also doesn’t set any expectations around frequency.
Here’s the confirmation email I received after signing up for the Superbook pre-order:
Superbook Confirmation Email
Unlike the Betches email, the Superbook email doesn’t match any of the pre-order form branding or messaging. In fact, the form that I completed had promised I was going to “Get Early Access”, but this email is confirming my subscription to the “Superbook Community List”. That doesn’t match my expectations at all.
Next up is not just matching expectations, but setting expectations for the future messaging. We talked about how important this was on the signup form, and it’s important to carry this message through to the confirmation email and reinforce exactly what I’m signing up to be a part of. Here’s an example of text that does exactly that:
Out of respect for your inbox we’ll try to only email you once a month with an insider's look into our progress.
The final (and most important) piece of the confirmation email is to re-state your value prop, or remind your pre-customer why they signed up in the first place. This is the most important part of the confirmation email, and it doesn’t need to be complicated. For Superbook, it could be just copying the title from their homepage into the email:
Turn Your Android Smartphone Into A Laptop Computer
Pre-order confirmation emails should be very simple and styled to match your brand. You want to make sure your primary call to action (confirmation!) remains the focus.
Here’s a great example from our Open Source Email Templates, emphasizing how simple these emails can be. Also, who can refuse a cute robot?