Single Opt-in vs Double Opt-in: Which is better for Email Marketing?

Single Opt-in vs Double Opt-in: Which is better for Email Marketing?

by KC Chow on

Hi, this is KC Chow here. Today, I am going to share the pros and cons of Double Opt-in vs. Single Opt-in.
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You will learn more about whether single opt-in or double opt-in have important impacts for list growth, subscriber engagement, and more.
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By the end of this article, you will be able to make an informed decision about whether double opt-in or single opt-in will provide better conversions for your brand’s email marketing.
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🔴The Main Difference Between Single & Double Opt-In:🔴
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The difference between double opt-in vs. single opt-in comes down to whether subscribers have to confirm signing up for your email list,
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🔴The Exact Definition of Double Opt-In:🔴
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“Double opt-in is when subscribers sign up via your subscription form, then get an email with a link they have to click to confirm that they want to get emails from you.
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This is called a confirmation email, and when double opt-in is enabled, subscribers must confirm, or they won’t get your emails.”
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🔴The Main Benefit of Double Opt-In:🔴
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One huge benefit of using double opt-in is that you have a higher quality email list.
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Because subscribers have to take the extra steps to confirm the subscription, you know that the people on your list really wanted to sign up.
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That should make them more responsive to your emails, and more likely to open and click, since subscriber engagement is good to build up email sending reputation.
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🔴The Down Side of Double Opt-In:🔴
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The main downside of double opt-in is slower list growth. Email lists grow much faster with single opt-in.

Double opt-in creates a longer signup process for subscribers. The more steps there are, the more likely it is that some people won’t complete them.
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Some subscribers will forget to click the confirmation link, which means they’ll never actually become subscribers. If you’re using your email list to boost sales, then unconfirmed subscribers are costing you money.
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People who signed up actually WANT to receive emails from your brand, but that’ll never happen unless they confirm. A failed double opt-in process will make you lose out on a lot of potential sales.
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🔴The Exact Definition of Single Opt-In:🔴
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'Single opt-in is when subscribers sign up via a subscription form, and are immediately added to your email list. There is no need for further confirmation, and they’ll start getting your emails straight away'.
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🔴The Main Benefit Of Single Opt-In:🔴
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One huge benefit of single opt-in is that when a subscriber signs up, they’re immediately on the email list.
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With Single Opt-In you can build your email list a lot faster, plus you don’t need to worry about unconfirmed subscribers and missing out on potential sales.
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🔴The Down Side of Single Opt-In:🔴
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The main downside of single opt-in is you will get a lower quality email list compared to double-optin email list.
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For example, there’s a much higher risk of your email being reported for spam. If people change their mind about signing up, they may identify your email as spam rather than simply unsubscribe.
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With single opt-in, mistyped email addresses can end up on your list. That can result in more bounces and hurt deliverability even more. Compare that with double opt-in, where those emails wouldn’t be able to confirm.
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To solve these issues, you will have to do email list cleaning very often
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That's it for now, I hope it helps.