6.1 - Single vs Double opt-in
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6.1 - Single vs Double opt-in

Opt-in means subscribers opting-in to your email list:

There are 2 types of opt-in:

  1. Single opt-in
  2. Double opt-in

Single opt-in means someone enters their email address into the opt-in form and they’ll instantly be added to your list.

Double opt in, also known as “Confirmed” opt in, means the person entering his email address will receive a “confirmation” email asking if he really wishes to be added to your list. If yes, he needs to click a “confirmation” link inside the email, before he is added to your list.

There are pros and cons to both single and double opt-in.

Comparison

TypeSingle Opt-InDouble Opt-In
Pros
More subscribers are added to your list, since there is no confirmation. They are added instantly to your list the minute they enter their email address and submit the form.
Higher quality subscribers and leads since they need to undergo a “2 step process” — enter email into form and click confirmation link — before they’re added to your list. Better deliverability, open, click, bounce, and spam rates.
Cons
Lower quality subscribers and leads since it’s only a “1 step process”. Deliverability, open, click, bounce, and spam rates are not as good as double opt-in.
Less subscribers are added to your list because they have to complete the “2 step process”. Stats vary, but you can expect around 60% - 80% of people confirm their subscription, which means if 1000 people enter their email address, only 600 – 800 are added to your list.

So should you be using Single or Double opt-in?

If you want higher quality leads at the expense of less leads, go for double opt-in. If you want more leads and don’t mind a lower quality lead flow, go for single opt-in.

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Some countries’ laws require you to use double opt-in, so do your due diligence. You can do a Google search for this topic.