For each Ask The Expert column, we consult a different industry expert, depending on the nature of the question. Today’s expert is Dale Gonzalez, Air2Web’s CTO. Have a question for the Expert or want to submit someone to be the Expert? Submit it here.

Q: What is a double opt-in? When is it necessary to use? As a content provider, what do I have to do to create it?

A: Great question. I’ll answer it in parts. What is a double opt-in? A double opt-in is a process that ensures that a user wants to participate in your mobile campaign. Usually this is done through text messaging, but it could also be initiated through other channels. Here’s the basic idea…

1. The user sends you a message that says ‘Sign Me Up’ to receive text alerts.
2. You, the mobile marketer, reply with a message that asks, ‘Are you sure you want to get text alerts?’
3. The user responds ‘Yes,’ and the double opt-in process is complete.

In this example, the first opt-in is the ‘Sign Me Up’ to receive text alerts message. The second opt-in is the ‘Yes’ message.

Sometimes the second opt-in is the only one that is done using text messaging. This is the case when a user enters their mobile number on your website in order to sign up for text alerts. After this occurs, you should send the user a text message that says, ‘Are you sure you want text alerts?’ The user should then reply ‘Yes.’

This double opt-in process has a few benefits, particularly when users sign up on the web. Sometimes mobile numbers are entered incorrectly, and sometimes, in the case of underage users, parents have blocked their child’s phone from receiving text messages. Therefore the double opt-in lets you know that the mobile number you sent a message to does in fact belong to the person who signed up. It also lets you know that the user knows how to read the messages you sent and even more importantly that he knows how to respond to them.

When must I use it?
Well, there’s a ‘must’ use it and then there’s a ’should’ use it. You must use a double opt-in process any time you send item-level premium messages. That means you’re billing the user a one-time charge in addition to the standard message charge that the carrier bills them. In this case, you must use a double opt-in to ensure that the user understands he will be billed for your message.

You must also use a double opt-in process if you want to bill the user for a premium subscription. Premium subscriptions are when you send the user several messages within a particular time period (usually a month), but you only bill the user once during that time. At the moment, you only have to use the double opt-in the first time. The reason I say ‘at this moment’ is because there’s some discussion among the carriers about whether content providers should have to reconfirm the subscription every month. If this becomes the standard, you’ll have to ask users each month if they want to continue their subscription. But at this time, that isn’t the case. You only have to double opt in users once for subscriptions.

Now, when should you use a double opt-in? Even if your message isn’t premium, it’s a good idea to use the double opt-in process any time you receive a user’s mobile number through a medium that is not a text message. For instance, if a user enters their number on your website or in an email, you should confirm that the user does want to sign up with a second opt-in message. This will let you know that the mobile number is valid and that it actually belongs to the person who signed up.

What do I, as a content provider, have to do to create it?
Nothing. That’s the up side of using a company like Air2Web as your mobile marketing provider. The Air2Web system is responsible for generating all opt-in messages and ensuring that the user signs up twice for items and once for premium subscriptions. Air2Web keeps track of all of double opt-in requirements mandated by carriers. All that you need to know is that Air2Web does this for you.

Tags: content provider, Dale Gonzalez, marketing, mobile, mobile marketing, opt-in, ringtone, SMS, text messaging, wallpaper

This entry was posted on Friday, May 30th, 2008 at 3:53 pm and is filed under Ask The Expert. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.