SMS Double Opt-in: Information for US shoppers

This information is not legal advice. While we do our best to provide useful information to use as a starting point, Yotpo SMS & Email advises all merchants to obtain professional legal advice to ensure that all marketing campaigns are sent in full compliance with all applicable laws.

Text marketing is one of the best ways to reach out to your target audience and promote your brand and products. With its sky-high open and conversion rates, you have a direct line of communication with people who like your brand and are interested in receiving updates from you.

If you are just starting with SMS, it is important to understand the basics of growing your audience and make sure you remain compliant at all times.

In this tutorial, you’ll learn everything you need to know about SMS consent and the difference between single and double opt-in.

What is SMS consent?

One of the first concepts one must learn when it comes to SMS marketing is that it is a consent-based channel. Your new subscribers have to explicitly agree they want to receive promotional text marketing messages from your brand.

Keep in mind that when someone provides you with their phone number, it does not mean they agree to be texted. This is why all Yotpo SMS & Email subscriber collection tools come with embedded legal verbiage, ensuring full compliance.

What is the difference between Single and Double SMS opt-in?

The main difference between single and double opt-in is whether or not your potential subscribers have to confirm they would like to receive text messages after their initial opt-in request.

With a single opt-in method, people can subscribe to your text marketing program at the checkout section of your store, through a pop-up, or through another subscriber collection tool that you use.

The double opt-in method introduces an additional step to the process: in order to be subscribed to your program, people would need to reply with Y to a confirmational text message they will receive from you. If the person fails to reply to this automated message, they will not be added to your SMS program.

Here is an example of a compliant single opt-in text message:

{SiteName}: Welcome! Msg & data rates may apply. Recurring msg frequency varies. Reply HELP for help, STOP to cancel.

Here is an example of a compliant double opt-in sign-up process:

Message #1: {SiteName}: Reply Y to confirm your subscription to recurring automated marketing msgs & cart reminders. Msg & data rates may apply.

(Customer replies with “Y” (Yes)

Message #2: {SiteName}: Welcome! Msg & data rates may apply. Recurring msg frequency varies. Reply HELP for help, STOP to cancel.

The benefits of using a double opt-in

A double opt-in method makes the subscription process much more deliberate, as people would need to confirm their wish to be included in your text marketing club and receive updates from you. This not only protects you from complaints (if let’s say, someone has forgotten they once clicked on a pop-up or placed the wrong number) but also improves the quality of your list of subscribers.

When people make the effort to confirm their subscription, it means that they feel engaged with your brand and, therefore, will most likely show interest in your offers and become your customers. In order to achieve great ROI with your text marketing campaigns, you don’t simply need a large audience but people who are genuinely interested in you and your products. Or in other words, while the single opt-in brings quantity, a double opt-in delivers quality.

A double opt-in process also builds trust and reassures your subscribers that you only send text messages to people who have given their explicit permission.

Double opt-in adds a few extra seconds to the subscription process, but it truly helps businesses create better relationships with customers.

Double opt-in is a recommended practice but is not mandatory.

Yotpo SMS & Email opt-ins

You currently have a total of 3 options on how to set up your subscriber collection method:

1. Single opt-in: Customers who sign up for your text program will not be required to confirm their opt-in in order to begin receiving SMS marketing messages from you.
2. Double opt-in (Standard): Customers who sign up from on-site subscription tools, such as checkout, subscription forms, shareable subscribe links, and integrations, will be required to confirm their opt-in by replying "Y" (Yes) to a confirmation text message. Keywords and QR code opt-ins not included.
3. Double opt-in (Strict): All customers who sign up for your text program, regardless of the subscription source, will be required to confirm their opt-in by replying "Y" (Yes) to a confirmation text message.

To choose your preferred subscription method, do the following:

1. In your Yotpo SMS & Email main menu, go to Settings > General Settings.
2. Scroll down to Subscriber opt-in preference. The default is set to Single opt-in.

Use SMS & Email - stay SMS-compliant

This was our quick tutorial on the difference between single and double opt-in in text marketing. With the help of our advanced opt-in settings, you can rest assured that your subscriber collection game is always on point. If you have any questions, don’t hesitate to contact us.