| 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. |