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There are 2 types of opt-in:
- Single opt-in
- 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.
| Type | Single Opt-In | Double 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.
Some countries’ laws require you to use double opt-in, so do your due diligence. You can do a Google search for this topic.