Double Opt-In

What is Double Opt-In?

Double Opt-In, also called a two-step subscription. This technology suggests a user to not simply leave their email address on a site and click "Subscribe to the newsletter," but also to confirm their email by clicking on the link in a confirmation message. This reduces the risk of emails ending up in spam.

The two-step subscription process looks like this:

1. The user leaves an email address on the website and confirms that they want to subscribe to the newsletter
2. The user receives a confirmation email, follows the link in that message, and only after that begins to receive the newsletter.

The Double Opt-In method allows businesses to reach customers who are truly interested.

What are the benefits of a two-step subscription?

Before Double Opt-In appeared, marketers used the classic Single Opt-In method - simply entering an email address without confirmation or verification. This often led to errors and invalid addresses. Many messages went undelivered, yet mailing costs remained high.

The advantage of Double Opt-In is that it solved these problems. The two-step process requires a person not only to leave their address but also to confirm it by clicking on the link sent by the site. As a result, businesses create a relevant and active customer base, reduce complaints about mailings, and lower the chances of messages going to spam or being blocked by mail systems.

Thus, the activity of the base obtained by DOI is much higher. Although the subscription conversion may be lower, Double Opt-In is still more effective because:

• Customers are engaged and interested, which helps create a community of active subscribers
• The sender's reputation is strengthened by mailing only to confirmed addresses.

Disadvantages of Double Opt-In

Even though the second step reduces the risks of invalid addresses, there are some drawbacks. The process can complicate subscriptions. Many users do not want to confirm their email or perform extra steps, and some simply forget.

Technical delays are also possible. If a user does not receive the confirmation link right away, they are unlikely to wait even 2-3 minutes.

Because of this, building a contact base through Double Opt-In is slower. The two-step system takes more time, requires special settings, and is more labor-intensive than the classic Single Opt-In.

How to set up Double Opt-In

It's important to understand that Double Opt-In assumes users will perform an additional action. Therefore, when launching such a system, try to make it as simple as possible so as not to confuse or discourage them.

Step 1: Define the key goal

Set clear goals for implementing DOI as part of your email strategy. There are many reasons to adopt double opt-in technology. Most importantly, it ensures compliance with legal requirements (such as GDPR, CAN-SPAM, or CASL, depending on the country). Other goals include:

• Reduction of spam complaints
• Building a high-quality and engaged subscriber base
• Improving the open and click-through rates of emails
• Strengthening your reputation

Step 2: Choose a reliable email marketing platform

Well-known platforms such as Mailchimp, Sendinblue, GetResponse, Klaviyo, and HubSpot support Double Opt-In. If you are already using another platform, make sure to activate DOI, since on some platforms it requires additional setup.

Step 3: Place a contact form or registration window

Make it clear that the user will need to check their email and confirm their address after filling out the form. For example, suggest checking a box. After submission, redirect the user to a page with a notification that a confirmation email has been sent.

Step 4: Make your personal data policy transparent

Provide easy access to your privacy policy and user agreement. Place them in or near the registration form so that users can review these documents and feel assured of your transparency before confirming their details.

Step 5: Prepare a clear confirmation email

The confirmation email must contain a single link and be free of unnecessary links, banners, or other distractions. Keep the message short and focused on the confirmation step. For example: "One step left - confirm your email."

Since many users do not understand why confirmation is needed, explain the benefit they will receive: "Confirm your email to receive the most relevant offers and never miss a discount."

Step 6: Offer the user a gift

If you are concerned about losing potential subscribers with Double Opt-In, you can give them a bonus. After confirmation, send a discount code, promo offer, a useful guide, or some other small reward. This creates extra motivation to complete the process.

Step 7: Thank them for confirming their data

After the subscription is activated, thank the user. For example, redirect them to a page with a message such as: "Thank you, you are now subscribed and will receive our best offers." A simple, friendly message helps build subscriber loyalty.

Step 8: Track your progress

Monitor key metrics after implementing DOI. The confirmation rate shows overall effectiveness and is calculated by dividing the number of confirmed emails by the number sent, then multiplying by 100. For e-commerce, a good rate is 50-70%, for media 40-60%, and for B2B 30-50%.

Other important indicators include Bounce Rate (quality of the subscriber base), Spam Complaints (whether complaints decrease), and Open Rate or CTR (engagement after DOI).

To measure these indicators, you can use special services. For example, the Brevo platform makes detailed reports on each indicator of each sent email. The following email distribution platforms also have analytics functions:

• AWeber
• ActiveCampaign
• Moosend
• MailerLite
• Omnisend

Based on these metrics, adjust your process. For example, if the Open Rate is high but the CTR is low, it means people open the email but do not click the link. In this case, make the button more visible, simplify the text, or add motivation for users to complete the confirmation.

What else is important to consider when implementing DOI?

First of all, don't be afraid to experiment. To find the best option for the headline, button color, and cover text of the letter, it is worth conducting A/B tests among users and comparing different options. For example, headlines can be "Confirm your email and get a gift!" or "Important information for you," along with many others. Find out which words, colors, and placement of elements resonate most with your audience.

Also remember that DOI should not be only an element of email marketing. Make it part of the overall CRM or MarTech ecosystem. To do this, integrate the technology into personal accounts and chatbots so that the entire customer journey is consistent and meets high standards of personal data protection.

If the user has subscribed to the mailing list but has not confirmed their email, repeat the request. DOI does not always work the first time. Therefore, it is worth automating the process so that a repeat letter is sent to those users who have not yet opened the first one. If they ignore the second letter, make another attempt in a week or two, offering the user a bonus such as a discount or promo code. In addition, do not forget to remind customers about yourself outside your website or email newsletters, for example through targeted or contextual advertising.

If the client has unchecked the box confirming permission to receive an email newsletter, do not pressure them with new emails. This will only cause irritation. The most effective way is to let the client go, and if they wish, they will subscribe to the newsletter in the future.

Who uses DOI?

Double Opt-In is widely used by large international companies, especially in Europe and the US. It helps improve the quality of the subscriber base and ensures compliance with legal requirements, such as the General Data Protection Regulation (GDPR), an EU regulation that strengthens and unifies personal data protection, and the Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), a federal law regulating commercial emails in the US.

A wide range of companies in different industries use Double Opt-In. For example, LinkedIn uses DOI to reduce the number of fake accounts and spam subscriptions. The marketing automation platform Mailchimp also recommends and enables the DOI option by default when creating a subscription form to confirm email addresses. Many Mailchimp clients - including large companies and brands - follow this approach. For example, TED Conferences uses Mailchimp for its newsletters and relies on DOI.

When registering, Amazon requires email confirmation via email. The same applies when subscribing to newsletters or account changes, such as notifications about discounts.

Zalando, a major German online store for clothes, shoes, accessories, and cosmetics, uses DOI when users subscribe to newsletters about new collections and offers.

Spotify also requires email confirmation for registration and notifications. Even The New York Times sends a confirmation email with a link to complete the subscription when readers sign up for its newsletters.

Conclusion

It is important to understand that DOI is about quality and data protection, not about quickly growing a subscriber base. It is most relevant when you want to improve or restore your brand reputation and build long-term relationships with engaged clients. However, there are situations where Single Opt-In (SOI) is more suitable - for example, before a limited-time promotion or sale, when testing a new audience, or in entertainment projects where additional steps could discourage users. In these cases, speed and quantity may be more important than quality.

For long-term brand development, however, the most effective choice is to implement DOI. Make it part of your overall business system, build a genuine and engaged customer base, and maintain your reputation through consistent, high-quality communication.