Single or Double Opt-In — Which Should You Use?

 

Single or Double Opt-In — Which Should You Use?

The great debate about whether email marketers should use double or single opt-in when collecting subscriber email addresses has been going on for many years. Only you can decide which you’ll use based on your goals.

Single opt-in is the simplest opt-in process. You publish a subscription form online and ask people to submit their email addresses to subscribe to your list. After they type in their email addresses and hit the subscribe button, they’re done. That’s all there is to it. They’re on your list and you can send them your email marketing messages.

Double opt-in adds a second step to the subscription. After subscribers enter their email addresses and hit the subscribe button on your online form, they receive an email message asking them to verify their subscription. When they open the message, they’re told to click on the link to complete the verification. If they don’t click that link, they won’t get on your email list. If they do click the link, then they’re on your list and you can email them in the future.

Using single opt-in will undoubtedly increase the number of subscribers on your list since it’s inevitable that every person who submits your subscription form won’t click the verification link in a subsequent double opt-in email message. However, with a single opt-in, you will get fake email addresses on your list. If you don’t cleanse your list, those fake addresses could negatively affect your sender's reputation when they bounce.

Furthermore, user engagement with your message is typically higher among double opt-in audiences, which can impact your deliverability rates. 

The bottom line is whether you choose to use single opt-in or double opt-in is up to you and depends on whether you want a larger list or a more engaged list. There is no right or wrong way to set up your opt-in process, so try testing both to see which drives the best results for you based on your goals.

That’s all for now, my friends. See you all in my next articl

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