What is Double Opt-in? Why It’s Effective and How to Set It Up
Email marketers are split over single opt-in or double opt-in strategies. The debate largely centers around short-term goals vs. long-term goals—admittingly an oversimplification—but there are certain things you should consider. But, when it comes to email marketing, the benefits of double opt-in are clear. We’ll go over what you need to know about double opt-in vs single opt-in as well as some key double opt-in strategies.
What is Double Opt-in?
Double Opt-in refers to a two-step process that requires new subscribers to confirm their list subscription after they completed an email opt-in form to join your list. This is also called a “confirm opt-in” by some email marketing services (like Constant Contact).
The idea is to give potential subscribers every opportunity possible to determine whether they really want to subscribe to marketing emails. As we’ll see, this has advantages for both the potential subscriber and the business. But, it also comes with some risk for the business as well.