Everything You Need To Know About Double Opt-In in Email Marketing

What Is Email Marketing?

Most of us use email to send information to someone, which makes email an essential tool in this modern age. 

We all have heard of email marketing at some point, but what does it mean? 

It is a form of digital marketing that involves sending promotional messages to a group of people via email. It is used to build relationships with customers and prospects, as well as to promote products, services, or events. Email marketing can include newsletters, promotional offers, product updates, surveys, and more. E-marketing campaigns can be created using email marketing software or services, which allow businesses to create, send, and track email campaigns. The software often includes features like subscriber list management, email design templates, automated email sequences, and analytics to track email performance.

Do you ever wonder about the quality of your email list?

Or do you want to be confident that the email marketing you send out is being viewed by your subscribers? Keep reading, in this article, we will discuss the double opt-in procedure. Why is it necessary? Also, how to set it up to ensure optimal results for your marketing campaigns.

What Is Double Opt-In? 

In email marketing, there is a term called “double opt-in”. This procedure is used to validate a user’s subscription to an email list. Users must complete two steps to validate their mailing list subscription.

  • The first step is when the user submits their email address through a sign-up form or other means of subscribing to an email list.
  • The second step is a confirmation email that is sent to the user’s email address. This email contains a link that the user must click to confirm their subscription. Only after the user clicks on this link, will they be added to the email list.

This procedure verifies the email address owner’s contact information. When adding new contacts, employing this technique ensures excellent deliverability rates and higher-quality leads. As a result, your company’s email campaign goals are easier to achieve.

Why Is Double Opt-In Necessary for Your Email Marketing Campaigns?

You should use double opt-in in email marketing for many reasons. Here are a few:

  • Confirming Interest

Requiring users to take an extra step to confirm their subscription helps to guarantee that users are interested in receiving your emails. This can lead to a more responsive and engaged audience because subscribers who have actively expressed an interest in your emails are more likely to open and interact.

  • Reducing Spam Complaints

We probably hate this: SPAM. Double opt-in helps reduce the risk of subscribers marking your emails as spam, hurting your email deliverability and reputation. By confirming their subscription, subscribers are less likely to forget that they signed up for your emails. Or assume that they are receiving unsolicited emails.

  • Complying with Regulations

Double opt-in is often required by anti-spam laws like GDPR and CAN-SPAM. By implementing double opt-in, you can ensure that you are adhering to best practices and legal requirements for email marketing.

  • Build stronger relationships with new contacts from the start

This process requires you to send an initial transactional email to allow subscribers to verify their contact information. But if you are smart, you can turn it into a welcome email too.

Use this opportunity to showcase your brand in your email design and introduce your company. Additionally, a nice welcome message to your new subscribers. 

This gives your subscribers a more personalised experience as they get to know a little more about you before receiving your regular email campaigns.

  • Improving List Quality

It helps you build a better mailing list by filtering out fake email addresses and bots. This can help you maintain a healthier list. And ensure that you are sending emails to real people who are interested in hearing from you.

How To Set Up Double Opt-In?

So now that you already know what double opt-in is and what benefits it has, it is time to learn the “how-to” part. 

  • Choose an email marketing service that supports double opt-in.

Most email marketing services like Mailchimp, ConvertKit, and Constant Contact offer this feature.

  •  Create a subscription form

Create a subscription form that collects the user information, including their email address. Be sure to include a clear message that indicates that the user is signing up for a newsletter or promotional email.

  •  Send a confirmation email

Once the user submits the form, send a confirmation email to the email address they provided. The email should include a link or a button that the user can click to confirm their subscription.

  • Set up a welcome email

 After the user has confirmed their subscription, send them a welcome email that thanks them for joining and provides additional information about the service or subscription. This email can also include links to relevant content or offers.

By following these steps, you can set up a double opt-in process that helps ensure that your subscribers are engaged and interested in your content and that your emails are not viewed as spam.

How To Improve Double Opt-In Rate?

Improving the double opt-in rate ensures that your email list only includes engaged and interested subscribers, which can increase the effectiveness of your email marketing efforts. Here are some ways to improve the double opt-in rate:

  1. Make the process easy

Ensure that the double opt-in process is simple and easy to complete. Provide clear instructions on what the user needs to do to confirm their email address. And make sure the confirmation link is prominently displayed in the confirmation email.

  • Polish your confirmation email

Use clear and concise language in your confirmation email to explain the benefits of confirming the email address. This will encourage users to complete the process and join your email list.

  • Incentivize confirmation

 Offer an incentive for users who confirm their email address, such as a free e-book or a discount code. This can increase the motivation of users to complete the double opt-in process.

  • Test and optimise

 Test different versions of your confirmation email and landing page to see which ones have the highest conversion rates. Optimise the elements that are not working and continue to test until you achieve the desired double opt-in rate.

  • Optimise the “unsubscribe” button

Providing your subscribers with the option to unsubscribe is great to show them that they have control over what they receive. Also, if the user clicks the unsubscribe button, you can offer them alternatives. For example, they can choose if they want to receive emails from you once a week, biweekly, or monthly.

This tactic will minimise the unsubscribe rate. However, if a user decides they are no longer interested, this can help you clear out your email list.

Final Thoughts

Implementing double opt-in can help you build a more engaged, compliant, and high-quality email list. While it may require an extra step for subscribers, the benefits of improved engagement and email deliverability can be well worth the effort.

Do you need help optimising your email marketing strategy? Give us a call at 0421151521 or email us at

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