Double Opt-In: Your Key to Building a High-Quality Email List

Are you puzzled by low open rates, unexplained spam complaints, or high bounce rates during your email campaigns? The solution might be simpler than you think: the implementation of a double opt-in process. 

In this post, we’ll explore how this powerful feature can improve your email list quality, increase engagement, and skyrocket your marketing results.

What is a double opt-in?

A double opt-in is a two-step process for adding new subscribers to your email list. Here’s how it works:

• Step 1: A potential subscriber fills out a sign-up form (single opt-in).
• Step 2: They receive a confirmation message via email and must click a link to verify their subscription (double opt-in).
• Step 3: The subscriber is sent to a confirmation page, and added to your list.

What’s the difference between a double opt-in & single opt-in? 

More precisely, a single opt-in represents a subscription confirmation in its simplest form (literally!): the potential subscriber fills out a form by providing their email, hits submit, and voila, they’re on the email list. 

A double opt-in, on the other hand, starts with this same first step, but with an additional step during which the potential subscriber must then validate their subscription via a confirmation email. 

The single opt-in is of course simpler and can initially help a list grow more quickly. But, as we’ll discuss, the long-term benefits of a double opt-in may outweigh the initial excitement of quick list growth.

Why you need a double opt-in

You might think: if people sign up to receive my emails, isn’t that enough? Not necessarily. While a single opt-in can grow your list quickly, a double opt-in ensures that list is composed of a high-quality, engaged audience. Additionally, having a double opt-in plays a crucial part in maintaining a good sender reputation and ensuring good email deliverability. 

This is because, as we’ll discuss in more detail shortly, by requiring that people confirm subscription via their email address, you reduce the amount of incorrect email addresses, as well as bogus ones (added by bots). Doing so means your emails are more likely to reach those that want to hear from you, and less likely to go to spam. 

What are the advantages of a double opt-in?

Promotes a high-quality subscriber list

As we’ve mentioned, while a single opt-in can help you grow your list quickly, it’s not the best way to ensure a high-quality list of subscribers. That’s because, when subscribers have to confirm their subscription for you, they’re actually doing you a big favor: they are letting you know that they are indeed very interested! And you want your list to be composed of people that are legitimately engaged in what you have to say.

Reduces number of emails going to spam

The converse of this is that if people are only sort-of interested, or not interested at all, they are more likely to mark your email as spam. Given their lack of engagement, they may carelessly mark your emails as spam, which can negatively impact your sender reputation, and relegate your emails to the spam folders of even your more-interested subscribers. 

Another critical advantage is that it weeds out invalid or fake email addresses. If these kinds of emails get added to your list, it’s likely you’ll have a much larger email bounce rate and, again, your sender reputation drops, and your emails go straight to spam. 

Keeps you compliant

While not universally required by law, the double opt-in can help you stay compliant with international regulations such as GDPR and CAN-SPAM. That’s because these laws require clear evidence of subscriber consent, and the double opt-in makes this easy to prove. 

Makes list maintenance easier

Along these same lines, by filtering out invalid emails and incorrectly spelled emails (simply made by subscriber error), you save yourself time when it comes to managing your list. Indeed an important part of building your email list is doing regular list housekeeping once every three to six months to remove bounced or inactive email addresses (i.e. those less-interested subscribers). 

The good news here is that a solid email marketing platform can do much of this legwork for you by flagging bounced emails, and allowing you to easily track user engagement.

When to use double opt-in

The answer here is simple: if you want to ensure a high-quality email list, then it’s always a good time to implement a double opt-in. But its benefits are especially important in the following scenarios:  

• If you’ve struggled with hard bounces and spam: Perhaps you have, for one reason or another, had trouble with past emails bouncing or getting marked as spam. By implementing a double opt-in, you can get your email list and email sending back on track by weeding out incoming fake or invalid emails, as well as unengaged users who lightheartedly mark your emails as spam.
• When you’re seeking more targeted leads: If you don’t want to waste time with sort-of interest subscribers, then adding the second confirmation will help to capture only those that are genuinely interested. To ensure the most quality leads, it’s essential that your email sign-up form is very clear about the value to be provided upon signing up.

How to set up a double opt-in

Setting up a double opt-in should be straight forward in most email marketing platforms. With SiteGround Email Marketing platform, for example, you simply go to a group you’ve created (or create a new group) and turn on the double opt-in feature. 

During this process, would-be subscribers will sign up via your online form (your first opt-in), and then receive a confirmation email. Once they click the email’s confirmation link – your double opt-in – they will be redirected to a “thank you” page, and added to your subscriber list.

When you enable SiteGround’s double opt-in feature, all of the above is automatically done for you so that you don’t have to worry about a thing.

How to ensure people double opt-in

Setting and forgetting about your double opt-in is not the best plan. You’ll want to make sure that hopeful subscribers actually complete that second opt-in. With that in mind, here are several ways to make certain subscribers follow through. 

Set expectations

Double opt-in success starts with the initial sign-up. Make sure that, when customers complete the first step of the sign-up process via your online form, you also let them know that they should keep an eye out for a confirmation email to verify their subscription.

Entice potential subscribers to sign up

Sign-up forms are basically a mini sales pitch, so get right to the point by offering hard-to-pass-on value that entices potential subscribers to sign up and follow through with confirmation. Be clear about what they’ll get from their subscription – this could include deals, resources, unique insight, a specific incentive, or any number of other benefits.

Use a subject line that communicates action is needed

Follow the initial heads-up in your sign-up form with an email that has a clear subject line that re-emphasizes that confirmation is needed. SiteGround already does this for you, communicating that action is required for the subscription to be confirmed.

Keep email content simple and focused on action

Just as every other step in this process, make this step as easy as possible. Keep the confirmation email content brief and focused by making sure it’s obvious that confirmation is required, and that there’s an unmissable confirmation button or link. Thankfully, SiteGround automatically implements this so that you don’t have to worry about doing so yourself.

If you’d like insight about crafting future content, though, we’ve put together this guide to help you write marketing emails.

Measure double opt-in success

The true proof of double opt-in success rests in your metrics. Here are the stats you should keep an eye on, and what to look for: 

• Open rates and click-through rates: Given subscribers’ greater interest, you should notice an increased percentage of people opening your marketing emails, and clicking through on your calls to action.
• Unsubscribes and spam complaints: Conversely, since readers were very intentional about signing up, they are less likely to find your content unworthy of their inboxes. Expect these rates to go down.
• Bounce rates: Fewer invalid or inactive emails means better inbox delivery. Expect your bounce rates to reduce, and, as such, your sender reputation to improve.
• Overall engagement: From email receipt to website purchase, you should find that subscriber engagement goes up across the board.

Invest in quality for long-term success

Implementing a double opt-in process might seem like an extra step, but it’s an investment in long-term success, and an important part of what email marketing is. By ensuring your list is filled with engaged, interested subscribers, you’ll see improved open rates, higher click-throughs, and, ultimately, better results from your email campaigns.

Remember, having a successful email marketing strategy isn’t just about the size of your list – it’s about the quality of your connections. The double opt-in helps you build a list of subscribers who truly want to hear from you, setting the stage for meaningful connection and lasting business relationships.

Double Opt-in FAQ

Won’t I lose potential subscribers?

While you may see a slight decrease in initial sign-ups, the subscribers you do gain will be more engaged and valuable in the long run. Your bounce rates should also go down, increasing the likelihood of successful email delivery.

Is it complicated to set up a double opt-in? 

Not at all. Usually it’s as easy as turning on the double opt-in feature. Some platforms (such as SiteGround email marketing) even offer built-in, double opt-in features – like pre-determined emails, email copy and subject lines that implement best practices and make setup easy. 

Is a double opt-in required by law?

While regulatory compliance laws vary from country to country, the double opt-in isn’t a standard requirement. That said, it can help you to be more compliant. This is because regulations such as CAN-SPAM and GDPR, which cover the USA and Europe, respectively, require clear consent (opt-in) by subscribers. To accomplish this, you as the sender must be able to provide proof of subscriber opt-in (at least once), and having a double opt-in makes this easier to do.