Marketers know that a strong email list can be the difference maker for campaign success. So, it comes as no surprise that marketers need to be strategic about how they build their list – and part of that means choosing between a single opt-in or a double opt-in approach. To help you make an informed choice, this post breaks down what you need to know about both options and the implications it will have on your campaigns.

What is single opt-in? 

 

Single opt-in is a subscription process where a new contact joins your email mailing list without requiring the owner of that email address to confirm definitively that they knowingly and willingly opted in. They subscribe once and they’re added to your list – no further action required. The benefits? Subscribers don’t have to take any additional actions so it can create a smoother experience for them. It can also help you build your email list faster. The challenge? Without the extra confirmation of a second step, you could run into email deliverability issues.

What to keep in mind when using a single opt-in strategy 

 

With single opt-in, you do have to monitor deliverability on single opt-in email lists. While a single opt-in email strategy makes it easier to add new subscribers, you need to take extra precautions to monitor subscriber list hygiene and engagement. Here’s how to keep your list(s) clean and maximize deliverability. 

• Verify your logo: Make your emails instantly recognizable with BIMI and Gmail annotation. For more information, read our guide to BIMI.

• Provide a point of contact: Avoid using no-reply email addresses in case new subscribers have questions. Test for best results: Fine-tune welcome emails with A/B testing to boost engagement. 

• Use alternate confirmation methods: Use double entry confirmation on sign-up forms and landing pages. Email verification tools can help remove fake emails. And be sure to delete subscribers that fail to engage. 

• Monitor hard bounces and soft bounces: Remove problematic email addresses from your list to keep deliverability and your sender reputation intact.  

  Check your spam threshold: Run routine spam tests to spot issues early.

What is double opt-in?

 

Double opt-in, also known as confirmed opt-in, is a subscription process in which a new email address is only added after the email address owner clicks a confirmation link in a subscription activation or opt-in confirmation request email sent to them (after they initially opt-in via a form or checkbox).

Double opt-in can mean fewer spam complaints. It’s also a better way to adhere to data privacy laws and standards. A double opt-in strategy could yield you more engaged subscribers, and by confirming email address validity and identity, it can lead to better deliverability. 

What to keep in mind when using a double opt-in strategy

 

Email deliverability is less of a concern with double opt-in. Email lists with double opt-in are higher quality so taking the extra steps to make emails as engaging as possible is highly recommended. Here’s some tips on how to craft engaging emails.

• Set expectations early: Tell subscribers they need to confirm their email during sign up, so they expect an extra message. This step can be as simple as adding a note on the confirmation page. 

• Be clear about what you’re asking: Use a clear subject line that tells subscribers they need to open the email and click to confirm their subscription. 

• Make it easy: Make your confirmation email easy to understand with clear links that work so excited subscribers can confirm and start engaging with your brand as soon as possible.  

• Send a reminder if you don’t get a quick response: Send a second email after a day if subscribers don’t confirm their email address with the initial message. 

Should brands choose single opt-in or double opt-in?

 

There’s no ultimate, one-size-fits-all email opt-in strategy. If you’re willing to monitor email deliverability more closely in exchange for a larger list, use single-opt-in emails. Single-opt-in emails are all about quantity. If you want a more curated subscriber list with motivated and engaged subscribers, use a double opt-in email strategy. Double opt-in emails are all about quality.

Each strategy has potential pros and cons, and brands can experiment with a mix of opt-in strategies depending on the sign-up source. Since there’s no special double opt-in process that inbox providers require, you get to make the decision about which strategy will best support your marketing goals. To learn more tips for building your email list, check out our guide, From opt-in to engagement: Creating a quality email list.