With double opt-in, new subscribers must click a confirmation link before they join your list. Single opt-in adds them immediately.
Pros of double opt-in
- Fewer fake or mistyped addresses.
- Better deliverability and engagement.
- Clear proof of consent.
Cons
- Some people never confirm, so the list grows more slowly.
- Confirmation emails can land in spam.
See how confirmation rates affect growth with our email list growth calculator.
When to use it
- Sign-up forms that attract spam or bots.
- Giveaways and contests.
- When deliverability is a concern.
Make confirmation easy
- A thank-you page telling people to check their inbox and spam folder.
- A short, clear confirmation email with one big button.
- Deliver the promised freebie after confirmation.
After confirmation
Start your welcome sequence immediately; plan it with our welcome email sequence generator.
Read how to build an email list.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
