Don't Buy Solo Ads in Single Opt-in Ezines

Why You Shouldn’t Buy Solo Ads in Single Opt-in Ezines

Note: This article doesn’t refer to solo ads with guaranteed clicks, but to ezine solo ads.

Don't Buy Solo Ads in Single Opt-in Ezines

Every advertiser knows that solo ads advertising is a numbers game. The formula is simple:

the more subscribers = the higher the price for a solo ad (and the higher the expectations)

It makes sense, doesn’t it?

However, let me tell you about a variable that isn’t included in the simple formula mentioned above and isn’t taken into consideration by most of the ezine advertisers:

the type of opt-in process for the ezine (double or single opt-in).

The first impression is that the form of subscription is the publisher’s business and it doesn’t concern the solo ads buyer. That’s only partially true…

Whether to use one form or another is definitely the publisher’s decision. But it may affect the advertiser’s results. So you should care about it. Let me reveal why is that…

Just in case you aren’t a tech person, first of all I’ll give you a short and easy to understand explanation on the difference between the two types of subscription.

The Difference Between Single and Double Opt-in

Red Bullet Single opt-in: In order to subscribe to the email newsletter, the prospects are required only to fill in a form. Once they fill in the form and submit the data (email address plus other info if required), they become subscribers.

Red Bullet Double opt-in: This process is more complex and it has two steps. The first step is similar to single opt-in: the prospects submit the email address. But they’re not yet subscribed.

An email message is automatically sent to the email address the prospects indicated. Once the prospects receive it, they have to take some kind of action. Usually they have to click a link from that message. If they don’t take that action, they aren’t subscribed.

The Difference: While in the first case the prospects submit the data and that’s all, in the second case, the data the prospects submitted is verified whether it’s correct or not.

Now let’s see the consequences that result from this difference…

Single Opt-in Disadvantages From Solo Ad Buyer’s Perspective

Red Bullet What happens if the potential subscriber mistyped the email address?

There are 2 cases:

a) If the wrong email address doesn’t belong to anyone, the publisher will detect the problem quite easily: when the next mailing is sent it will bounce.

Such misspelling mistakes aren’t very frequent and the publisher can detect them quickly. Therefore the impact on the solo ad price is insignificant.

b) If the wrong email address belongs to someone else, the publisher will start spamming that person.

What if the next mailing is your solo ad? If that message is reported, then the publisher has a problem. But you have a problem too in case the domain name from your solo ad is yours. It may be blacklisted because it was used in spam.

Once your domain name is blacklisted, any further email message that includes a link to that domain may land in the recipient’s spam folder. Irrespective of who the sender is – your solo ad seller, another seller, or yourself. That’s quite a problem, isn’t it?

Red Bullet What if a spam filter censors the subscriber’s correspondence?

If the subscriber indicated for subscription an email address where the email service provider has installed an aggressive spam filter, that subscriber may never receive the publisher’s messages in the Inbox.

Many people still use email service providers like the one described above. They are subscribers indeed. But not readers.

What does this case mean for a solo ad buyer? It means that some subscribers won’t read your ad. Not because it’s a bad solo ad, but because they will never receive it.

Do you remember the simple price formula for an ezine solo ad? The price depends on the number of subscribers. The more subscribers don’t get the emails, the more money you throw away!


When the publisher uses a double opt-in process…

– The first disadvantage described above completely disappears. Your ad won’t be sent to people who never subscribed.

– The second disadvantage doesn’t disappear 100%. The risk to send messages to the spam folder still exists. But at least the first message was definitely received…

If the first message landed in the spam folder and the prospects don’t take the required action, then they don’t become subscribers. In comparison with the single opt-in, there will be fewer subscribers who aren’t readers.

So you have just discovered yet another ezine solo ads secret, right? Check what type of opt-in process is in place and refrain from buying advertising space in single opt-in newsletters.

To your solo ads success!
Adrian Jock

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