Twice as nice: Guide to double opt-in for email marketing

In marketing, we’re usually looking to remove any source of friction from the lead or customer experience. Double-opt is an exception to this rule.

By adding just a little bit of friction to the subscription process, you can help create a smoother experience for customers down the track, while saving yourself from potential email deliverability headaches down the track. 

In this article, we’ll explore:

• What is double-opt in?

• Double opt-in vs. single opt-in

• Is double opt-in required for GDPR compliance? 

• Double opt-in best practices and examples

What is double opt-in for email?

Double opt-in for email is when a user must confirm their email subscription twice — once when subscribing, and again via a confirmation email that is sent to validate the contact information provided. 

Double opt-in vs. single opt-in

Single opt-in is when a subscriber confirms their email subscription via the initial form only. It’s a one-step subscription that marketing teams use when they want to reduce friction and make the process for signing up as simple and fast as possible. 

While the simplicity of a single opt-in process is a plus, it can result in an increase in accidental or spam email addresses being added to your list. 

Accidental subscriptions happen all the time, whether because people are signing up for a promotion without realizing they’re being added to a marketing list, they’ve made a typo in their address, or autocorrect entered their personal address when they meant to subscribe with a work address (or vice versa). On the spam side of things, bad actors use bots to add junk email addresses to forms all over the web and, over time, this can artificially inflate your list and lead to email deliverability problems like poor domain reputation. 

Double opt-in adds a layer of security that helps you avoid these problems. It helps ensure subscribers really do want to hear from you, and that the email address they supplied is valid and correct. This means that when they start receiving your marketing materials, they are more likely to open and engage with your content. 

Email list growth may be initially slower after implementing double opt-in, but it also leads to less subscriber churn and improved email deliverability meaning that, over time, your list is more sustainable and your emails are more likely to land in the inbox. 

Does GDPR require double opt-in? 

Regulations like GDPR and CAN-SPAM do not require businesses to have a double opt-in in place. There are, however, some countries where double opt-in is legally required: Austria, Germany, Greece, Luxembourg, Norway, and Switzerland. 

While the official regulations and policies may not enforce double opt-in on your business, it is considered to be best practice and there’s every possibility it will become mandatory in more countries in the future. 

Double opt-in best practices and examples

Your double opt-in confirmation email is the very first email a new subscriber will receive from your brand, so it’s important to give it the same care you would any other marketing email. Here are a few best practices to follow, along with some examples. 

1. Use the signup confirmation form to explain the next step

Once someone enters their email address into your signup form, you will want to display a confirmation page or popup that clearly states an email will be on its way. This doesn’t need to be complicated — say thank you and tell the subscriber to check their inbox to confirm their details. 

2. Send the confirmation email immediately after a subscription

Use behavioral triggers in your marketing automation platform to ensure your confirmation email sends the moment a new subscriber hands over their email address. This will help eliminate any unnecessary friction in the email subscription process — so your subscriber will see the thank you notification, head straight to their email, and click confirm before they have a chance to get distracted or move on to other things. 

3. Use your branding in your opt-in email

Your confirmation email doesn’t need a lot of imagery or elements, in fact simpler is better. But that doesn’t mean you should miss out on a branding opportunity. Include your logo, brand styling, and tone of voice to ensure the confirmation email feels like a continuation of the same brand experience. 

Image credit: Really Good Emails

4. Mark the email as transactional

Double opt-in emails are transactional in nature because they are essential and expected communications. By marking your double opt-in message as a transactional email in your marketing automation platform, you can isolate it to ensure it is delivered reliably, regardless of the other email limits you have sent and irrespective of the individual’s subscription status. Plus it will not have an unsubscribe link which could confuse a subscriber who is in the process of confirming their subscription. 

5. Skip the promotional content

Since this is a transactional email, you should avoid promotional content in the email. You can include a warm, welcoming message, but keep it simple and do not include any overt marketing messages or offers. By avoiding promotional content, you’ll adhere to the rules of transactional emails, increase trust with your new subscriber, and avoid distracting them from the ultimate goal of confirming their subscription. 

6. Make the CTA button pop

Subscribers confirm their subscription by clicking a CTA button in the email body. This button should grab their attention quickly, so use an on-brand color that pops and button text that is clear and legible. It’s also a good idea to follow the ‘inverted triangle’ design principle with the body of your email “pointing” to a button at the bottom. 

See how DeviantArt achieves this with a button that pops against an on-brand dark background, and an inverted triangle design that draws the eye to the CTA. 

Image credit: Really Good Emails

Final word

Much of the debate around single vs. double opt-in has waned over the years as privacy and security have become bigger, more important parts of marketing. Today, double opt-in is best practice for all email lists. It offers an extra layer of protection to ensure that your audience intended to sign up and are expecting your emails. This means they will be more likely to open and engage with your email content, helping to improve your email deliverability and performance.