What Is Double Opt-in E-Mail Strategy? (With Benefits)

By Indeed Editorial Team

Published November 11, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

There are multiple e-mail marketing strategies that companies or businesses may use. A double opt-in strategy allows subscribers to confirm their subscriptions using a link. Understanding this strategy can help you determine whether it's a suitable marketing strategy for a company. In this article, we explain this strategy, highlight the differences between double and single opt-in, outline its benefits, and describe ways that you can optimize it.

What is double opt-in?

Double opt-in or confirmed opt-in typically describes an e-mail marketing subscription method. This subscription method ensures that users click on a confirmation link before they can join the mailing list of a newsletter. The contacts who input their e-mail addresses to sign up for the mailing list may have a chance to reevaluate their decision.

This typically ensures that the mailing list contacts are users who express interest in receiving e-mails, increasing the possibility of generating leads. It also reduces the chances of the e-mails going to the spam folder section of users' inboxes. The confirmed opt-in subscription method usually helps companies achieve their e-mail marketing goals by helping them develop a quality mailing list.

Double vs. single opt-in

The single opt-in subscription method typically describes an e-mail marketing system where users only subscribe or input their e-mail addresses once to join the mailing list. Users typically receive e-mails from the company as soon as they sign up. Unlike confirmed opt-in, the single opt-in system simplifies the subscription process for users.

Unlike single opt-in, the confirmed opt-in system requires users to click on a confirmation link in their e-mail before they officially join the mailing list. This system involves more processes than the single opt-in, but it allows users to evaluate their decision to join a company's mailing list. The confirmed opt-in procedure typically records fewer cases of fake or incorrect e-mail addresses as users verify their information before officially subscribing.

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Benefits of confirmed opt-in

Here are the benefits of using the confirmed opt-in system as an e-mail marketing strategy:

Improves engagement

Giving subscribers the option of confirming their decision to sign up for a mailing list ensures that only those who have interest can confirm their subscription. This means that the contacts on the mailing list are more likely to value these e-mails, increasing the open e-mail rate. The open e-mail rate describes the percentage of contacts on the mailing list who open and read the e-mails.

An increase in the open e-mail rate means that many of the e-mail recipients like the newsletter's content and may be more willing to engage with it. This typically helps the company market its products as these subscribers may be more willing to purchase them.

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Improves your reputation

Using a confirmed opt-in system may help the company develop a good relationship with its subscribers. Allowing potential subscribers to verify their subscription reduces the chances of them reporting the e-mails as spam. This improves the company's reputation and increases its brand awareness. While sending a confirmation e-mail, the company may also include a preliminary welcome message that personalizes the user experience. It may also act as an opportunity for the company to show its brand design, goal, and customer policy. Implementing this may also have a positive effect on the way they engage with subsequent letters.

Related: Steps for Designing a Newsletter (With Benefits and Tips)

Increases the assessment's accuracy

A company's marketing team may regularly review its various marketing campaigns, tools, and strategies. They may also assess the efficiency of e-mail marketing strategies and the open e-mail rate. As the confirmed opt-in system typically helps a company filter its subscribers and verify their validity, it ensures its user data is more accurate. This allows the marketing team to gather correct information on customers' preferences and how they engage with the newsletter's content. It helps them reduce the wastage of resources and informs their decisions to modify certain aspects of their e-mail marketing strategies.

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Verifies users

The confirmed opt-in method allows the company to verify subscribers on its mailing list. This helps them ensure the accuracy of the users' e-mail addresses. It also helps them protect the newsletter from spammers who may send irrelevant messages to the mailing list. Verifying subscribers also reduces the unsubscribe rate, as users who join the mailing list have the opportunity to consider it fully.

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Helps the e-mail deliverability

E-mail deliverability typically shows how likely it is for an e-mail campaign to reach the recipients or subscribers. For example, if the e-mail deliverability rate of a company's newsletter is 90%, many of the sender's e-mails can reach the recipient. An increase in the engagement and open e-mail rate of the company's newsletters also helps improve its sender reputation score.

A sender reputation score defines how an Internet Service Provider (ISP) rates a company's newsletter. They may base this assessment on the quality of the newsletter's content and contacts. High sender reputation scores may ensure that the ISP delivers the e-mails directly to recipients' inboxes.

Related: A Guide to Creating E-mail Subscription Lists (With FAQs)

Ways to optimize the confirmed opt-in procedure

Here are ways that a company may optimize its e-mail marketing using the confirmed opt-in system:

Include quality content

Ensuring that the newsletter contains relevant information typically increases the chances of attracting new subscribers and retaining the interest of the old ones. The marketing team may do this by including relevant industry-specific resources that may inspire their readers. If visitors realize that the company offers quality content, they're more likely to confirm their subscription. The company's marketing team may include infographics and videos in the newsletter to make the content more engaging. They can use sample customer personas to predict the information that may be relevant to their readers.

Related: How to Create Your Own Sales E-Mail Template (With Examples)

Provide discounted offers

Companies may offer their subscribers discounted or free products and services to encourage their engagement with the newsletter. They may also use these offers to attract new subscribers by including them in the confirmation e-mail they send after the initial sign-up stage. This may increase their open e-mail rate and improve the newsletter's popularity. The marketing team may ensure that the confirmation e-mail is clear and aligns with the company's brand message. They may also personalize these e-mails to connect with subscribers.

Use exit-intent pop-ups

An exit-intent pop-up typically appears on a user's screen when they're about to leave a particular website or browsing page. These pop-ups may contain a call to action or promotional message that can retain their interest. A company can include a subscription link in the exit intent pop-ups on its website. These messages may describe the value and benefits of the newsletter while encouraging new visitors to subscribe. Due to these ads, new visitors typically have the chance to understand the company's products and value before subscribing. This increases their chances of confirming their subscription and joining the mailing list.

Use simple designs

When designing the subscription form, it may be helpful to ensure that the form design is easy to understand. The marketing team may use creative designs while removing irrelevant information from the form. They can also use an e-mail verification tool that helps users confirm that their e-mail addresses are in the proper format.

Before releasing the subscription and confirmation link to subscribers, the marketing team can test-run it. They may use demos of these links to understand users' experience and test their functionality. The team may also include disclaimers that ensure subscribers the protection of their privacy which may also convince users to join the mailing list.

Ask for feedback

Reviewing and requesting user feedback can help the marketing team optimize the e-mail marketing process. They may implement users' suggestions and regularly update the newsletter designs. The marketing team may include short surveys or polls where users can review the newsletter's content. They may also offer discounts or free resources to users who complete these surveys and polls may encourage them to submit feedback.

Explain the confirmation process

In the subscription message and link, companies may explain the procedure that the confirmed opt-in system uses. They may briefly explain how users can verify their subscription using the confirmation links sent to their e-mails. This helps users know what to expect. Companies are also responsible for sending confirmation e-mails quickly to retain the interest of new users. If a delay occurs, they can inform the user to prepare to receive the e-mail. Companies may also use tools that show subscribers the tracking process and progress of their subscriptions.

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