Double Opt-In

A Double Opt-In is when a user signs up for an email marketing list and then an email is sent with a link to confirm the signup. Only after the confirmation click is the user officially added to the email marketing list. Double Opt-in can also be referred to as a confirmed opt-in.

Using a double opt-in confirmation method greatly reduces the likelihood of spam addresses in your mailing list. This means that bots that sign up for your newsletter will not get into your list. This is helpful in avoiding spam newsletter signups and ensuring that your users don't view newsletter articles as intrusive.

Since it's an extra step for the user, they also show a greater interest in the company or topic, which leads to stronger engagement and ultimately better results for your email marketing strategy. This way, you can make sure that your newsletter subscribers are really interested in your exclusive newsletter content and, accordingly, are more likely to buy a product or service you are promoting.

Double Opt-In - Quality over quantity for lead acquisition

Even if some marketers shy away from the thought of losing some subscribers, you should still realize that you should focus on quality over quantity here. Any user who is not even willing to take the simple step of clicking on a link to confirm their subscription is obviously not very interested in the brand.

Ultimately, the lower spam complaints and higher engagement are much more valuable to your brand than a larger but less interested list of users who may even perceive your messages as intrusive. Not only does your brand lose trust, but customer loyalty suffers as well.