Need more quality from Online Lead Gen? Done the Double Opt-in yet?

In an increasingly crowded lead gen. marketplace it's more difficult than ever to make your advertising stand out in the multi-offer environment.

One emerging technique that seems to capture the zeitgeist is the 'double opt-in' or DOI. Market researchers (often at the cutting edge of online lead gen.) started using the DOI process years ago to build their online panels, now the rest of the market is catching on. With lots of demand from e-tailers and travel companies, the trend will undoubtedly grow as it provides a cast iron guarantee that a consumer has engaged directly and positively with your brand.

However, be careful before you suddenly demand all of your OLG on a DOI. Most quality publishers will not operate on a DOI because it means the publisher has to take on too much risk in terms of email delivery and DOI creative execution. Therefore, arbitrage is the answer (managing the risk from single to double opt-in). You'll also have to negotiate hard with the affiliates to pay on a DOI as they are often suspicious about email deliverability because they feel it’s unfair the payment is decided on your ability to deliver a follow-up email.

So, if you willing to take up the double opt-in challenge it could be the answer you're looking for. The quality of your leads will be guaranteed, but your costs will undoubtedly increase and your volumes will be hard to predict.