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Double Opt-In Definition: Benefits, Uses & FAQ

Updated: Aug 21, 2023

The double opt-in is the process of asking a user to confirm by a second action his desire to subscribe to an email list. Here is a simple and actionable definition of double opt-in in email marketing and its main advantages for companies. I'll also give you some good reasons to look closer (if you haven't already). At the end of the article, I will also offer several answers to frequently asked questions about the double confirmation of the subscription to email campaigns.

The double opt-in is the process of asking a user to confirm by a second action his desire to subscribe to an email list. Here is a simple and actionable definition of double opt-in in email marketing and its main advantages for companies.

Definition of double opt-in: What is it, simply?

Double opt-in is a process by which a person expresses their interest in receiving information from a company by filling out a form or subscribing to a service and then confirms this request by email (through a click on a link inviting him to do so).


This double confirmation ensures that the person wants to receive the requested information and also helps reduce the number of unsolicited messages sent.

A double opt-in process has several advantages for the company and the user. First, it ensures that your target audience wants to receive information from you, saving you time and money in the long run.


Additionally, it can help build your followers' trust and credibility in your brand since they have explicitly confirmed that they want to receive your information.

Using a double opt-in process can help protect your domain's reputation and improve your deliverability, as it helps reduce the chances of your messages being considered spam.


Many companies use a double opt-in process when collecting email addresses from potential customers. Typically, someone fills out a form on your website or signs up for a free trial of your product, and then they receive an email asking them to confirm their signup. Once she confirms her subscription, she will start receiving your regular communications.


The double-opt-in is also strategic and essential to comply with the General Data Protection Regulation (GDPR). Therefore, double confirmation of consent is also used in SMS marketing beyond emailing.


How to calculate the opt-in email rate?

Opt-in signup rate is the percentage of people who sign up for a newsletter or other email list when prompted.


To calculate the opt-in signup rate, divide the number of people who sign up by confirming their signup via a second action in their inbox by the total number of people who originally signed up.


For example, if 100 people visit a website where they have the option to sign up for a newsletter and 10 of them sign up, the signup rate is 10%. However, if out of these 10, only 5 confirm their registration via the double-opt-in link, the double-opt-in registration rate will then be 5%. (You can also calculate the double-opt-in rate on the total number of registrations; in this case, replace the number of visits with the number of "raw" rolls.


Interpreting the enrollment rate can be tricky, as many factors can affect it.

  • A low signup rate could mean that your website visitors aren't interested in your newsletter, your newsletter needs to be promoted more, or your signup process needs to be simplified.

  • A high signup rate can mean that your website visitors are highly engaged or that you offer something (like a discount) that encourages people to sign up.


What are the three main advantages of using double opt-in in emailing?

  1. It helps ensure that only people interested in receiving your emails sign up for your mailing list.

  2. It helps prevent people from accidentally subscribing to your emails or other people adding their email without their consent (for example, if they get their email address wrong).

  3. It reduces the risk of your emails being considered spam by improving your deliverability.


Why is double opt-in confirmation necessary in email marketing?

Double opt-in is essential in email marketing because it allows the recipient to confirm that they want to receive emails from the sender. This ensures that the recipient is interested in receiving emails and can act on the emails they receive. It also helps to avoid spam complaints and high unsubscribe rates.


Finally, it also helps to make your emails more likely to be opened and read.


Three examples of using double opt-in in business

  1. A newsletter subscriber collection form.

  2. A consent collection form for receiving SMS marketing campaigns.

  3. An email collection form in exchange for a discount coupon on the next purchase (if the latter involves an automatic subscription to email campaigns).


Some frequently asked questions about double opt-in:

Is double opt-in required to comply with GDPR?

Yes, double opt-in is mandatory to comply with GDPR. This means that people must take explicit action to sign up for your newsletter or other communications and then confirm their subscription through a second action, such as clicking a link in a confirmation email.


What are the requirements for creating a double opt-in email collection form?

Creating an email address collection form with double confirmation of consent is subject to a few conditions.

First, you need a signup form on your website that collects the visitor's email address.

Next, you should have a list of email addresses to send the registration confirmation message.

Finally, it would help if you track who has confirmed their email address and who hasn't.


What is a simple opt-in?

A simple opt-in is a way for someone to register for something, usually by providing their contact information. This can be done through a form on a website or by SMS. In the case of a simple opt-in, the user does not confirm his registration request a second time.


What is the difference between single opt-in and double opt-in in emailing?

The main difference between single opt-in and double opt-in is that with single opt-in, people are automatically added to your email list when they perform the desired action (like providing their email address). In contrast, with double opt-in, people are only added to your email list once they confirm their subscription with a second action (traditionally by clicking a link in a confirmation email).


Both approaches have advantages and disadvantages. Simple opt-in is generally faster and easier for internet users, which can lead to higher signup rates. However, as people need to confirm their subscription actively, there may be a higher number of wrong addresses or contacts who later unsubscribe.


Double opt-in helps combat this phenomenon by ensuring that everyone on your list is genuinely interested in receiving your emails.


Although mandatory, this approach can add an extra step and hurdle for potential subscribers, which inevitably negatively impacts the volume of users who will be double opt-in subscribers.

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