Take the test! But what test will you tell me? Isolate your subscribers who have modified their profiles, via a preference center for example, and check the number of bounces obtained after this modification.
Yes, most of the time you will see a higher than normal number of bounces. Why? Because people make typos... but also because they sometimes update their email address for a completely different reason!
That reason is unsubscribing. There is an old legend (but is it really a legend) that clicking on the unsubscribe link in a spam mail only confirms the address in question. As a result, some people have transposed this legend to legitimate senders and believe that it is better to change your email address to something wacky in order to stop receiving emails.
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The consequences can be benign (a bounce and then automatic deactivation of the address) or much more critical. What if your subscriber inadvertently enters someone else's address? What if the address in question was a spamtrap ? You see directly the harmful consequences that this can bring you.
To counteract this, there is only one solution, as with the double opt-in when a subscriber registers, you must absolutely set up a confirmation system when a subscriber changes his email address!
Photo credit: Rodrigo Ferrarezi, Creative Commons Attribution 3.0 Unported
One Response
Totally agree. The fact of confirming the email address when updating the address is essential, it allows to minimize the damage of a change just to not receive messages and end up with bounce.