What is double opt-in?

Definition

Double opt-in is a sign-up method where a new contact must confirm their subscription via a link in an email before they're added to your active list.

Also called: Double opt-in, Confirmed opt-in, Verified opt-in

Explore the process

Signup and confirmation are separate steps.

Form

The contact completes and submits the signup form.

Confirmation

A link in the confirmation email verifies the subscription.

Activation

The confirmed contact can enter the relevant journeys.

The connection01 / 03

01The contact completes and submits the signup form.

Double opt-in illustration. It describes the process, not a guarantee of engagement or list quality.

Verify the address before activation

The contact submits the form and receives a confirmation email. The subscription is activated after they click the confirmation link.

This reduces the risk of incorrect addresses and unwanted signups. It does not guarantee that every contact is engaged or free of bots.

Measure the whole signup process

Track form submissions and confirmed subscriptions separately. A low confirmation rate can reflect unclear instructions or delivery problems with the confirmation email.

Choose based on list quality and process

Weigh the friction of another step against the need for verified addresses. Double opt-in does not replace requirements for the content and documentation of consent.

Frequently asked questions

Will we lose signups?

Some contacts will not confirm. Investigate why rather than assuming they had no value.

From insight to action

See how it applies in practice.

Growth also needed a better purchasing process

We built Matraws' trade-in system with submission, assessment, offers and handling in one backend. The work addressed supply as a constraint.

Read the case

Priorities and collaboration

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About the author

Nicklas Segatz Mortensen

Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.

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