Double opt-in

Double opt-in is a type of email subscription where a user should confirm his or her wish to be added to the mailing list twice. The confirmation process consists of these two steps: 

  1. The user submits his or her email address in the subscription form on the website and clicks "Join our mailing list."
  2. Then the user receives a special confirmation letter in which he or she needs to confirm his or her wish to be added to your mailing list. It looks like this:


Why is it important to use the double opt-in form of subscription?

With double opt-in subscription you will get a better quality mailing list because every email in your list has a double confirmation. Without a double opt-in subscription, you risk keeping bad email addresses on your list, because users could make spelling mistakes. Sometimes competitors may harm you by filling the form with non-existent addresses that will damage your sender reputation. 

With double opt-in subscription you can start email communication with your subscribers immediately because you send a confirmation email. In this confirmation email, you can give subscribers more information about your brand, ask them to add your email to their address book, or give new subscribers a special offer. 

One more advantage of the double opt-in form is that statistics show the unsubscribe rate is 7% lower than in mailings with a single opt-in subscription.

You can create a double opt-in form for your email subscription by following this guide

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