Why is an email double opt-in a good idea?

When it comes to Squeeze Pages, a common question that pops up is asking when should you use a double opt-in v.s. a single opt-in. So let’s start off with explaining the difference between the two.


Single Opt-in

Also called an Unconfirmed opt-in. This is where someone enters their name and email details into a form, where those details are automatically added to an email list. There is no email sent to the visitor asking them to confirm their email address.

Therefore the there is only 1 action of opting in.


Double Opt-in

Also called a Confirmed opt-in. This is where someone enters their name and email details into a form, and then they are automatically sent an email asking that person to confirm their email address. Only if the visitor clicks on the confirmation will they get added to the list.

Therefore the there are 2 actions of opting in here. The first is when they enter their details. The second is where they confirm their email address.

Quick Note: In some systems such as AWeber or MailChimp, that person will only appear in your list if they confirm their email address. Other systems (such as AllClients or Infusionsoft), the details are added to the database for you to see, but you’re not allowed to send automated marketing emails to those people until they confirm their email address.


What’s better?

Double opt-in. Some reasons why:

  1. Although it’s not a legal requirement in most countries, it is increasingly a legal requirement in the battle against spam.
  2. You’ll get people on your list who are super-serious about getting in touch with you. You don’t want people who give you fake details.
  3. It prevents someone maliciously adding someone else’s email address to join your list and causing you to get punished for spamming (such as in this example).
  4. If challenged, according to Wikipedia: “It turns out that confirmed opt-in is the only way that you can prove that a person actually opted in, if challenged legally.”.
  5. You get higher engagement rates with people who double opt-in.

However, the challenge is ensuring someone does actually confirm their email address. This guide (although aimed at MailChimp users) is worth watching to see what you could do to encourage a confirmation link click.


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