Email marketing terms

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Double Opt-In

A double opt-in occurs when a user signs up for an email marketing list, and then an email is sent out to the user which includes a link to click and confirm the subscription. Only after the confirmation click is completed will the user officially be added to the email marketing list. Double opt-in can also be referred to as confirmed opt-in.

By using a double opt-in confirmation method, the chance of spam addresses in the deployment list will be greatly reduced. This means that any bots that sign up for your newsletter won’t make it onto your list, helping you avoid any spam traps and protecting your sender reputation.

Additionally, since this is an added step for the user, it shows an increased level of interest in the business or topic, leading to greater engagement and ultimately better results for your email marketing strategy.

Even though some marketers might balk at the thought of losing some subscribers, anyone who is unwilling to take the simple step of clicking a link to confirm their subscription clearly isn’t that interested in the brand. That means they’ll also be less interested in your content, which could bring down your metrics and even lead to spam complaints.

Ultimately the reduced spam complaints and greater engagement will be far more valuable to your brand than a larger, but less interested, list.

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