MindComet

Triple Opt In?

I signed up for a slew of gaming emails last year. We were working for a few video game production houses & developers and I was researching their competitors. I was trying to gain insight into what worked for their competitors and where they fell on their faces.  I took notes vigorously of how email for video games worked.

The majority of the competitors had decent email programs. Most had a painless sign up process, engaging emails and all were CAN-SPAM compliant. I also found that they—collectively—know when to scale back their sends when a subscriber isn’t responding or when they’re inactive.

This morning, I was checking my “B2C Emails” folder and I noticed that for some reason or another my SEGA emails were going to my personal account. For the sake of consistency (and unhealthy OCD patterns), I needed to change this to my work email address.  Upon logging back in, I did so… and it was rather painless.

Shortly thereafter, I received another email from SEGA… this time asking me to re-opt-in.

The copy reads:

“To activate your account and join the SEGA PASS community
click the confirmation link below:“

What? Why? My account is already active! To SEGA this means that since I updated my address, I need to re-double-opt-in… or triple-opt-in, as it were. It seems like this is either a matter of list integrity or a redundancy issue they didn’t test for. I think a quick and easy fix to this confusion would be a change in copy… Maybe something along the lines of:

“Thanks for updating your profile. Confirm your change below:“

What do you think? Am I wrong to be annoyed by this? Or am I just being overly critical?

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Posted by Bryan Quilty on Jun. 09, 2009