What is the ROI for COI (the return on investment for confirmed opt-in)? Many email senders are reluctant to move existing lists to a confirmed opt-in (sometimes called “double opt-in”) model for fear of losing many of their existing users, and reducing the size of their mailing lists. When called upon to confirm or reconfirm a mailing list – say, for example, when moving their mailing list to a new email service provider (ESP) – they balk, and will even go to a second tier ESP that doesn’t require reconfirmation.

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