Double opt-in vs. single opt-in


The double/single opt-in process is configured on the Form level. By default, our forms use double opt-in.

Whether you use double opt-in or single opt-in is a decision you should make based on what makes sense for your business and how each list will be used. Below, we will walk you through each option and the pros and cons for each.

What is a double opt-in?

A double opt-in is a two-step process a contact must go through in order to be added to your list as an active contact so they can begin receiving email campaigns:

Step 1: Submit form. Subscribers are added as “unconfirmed” contacts to your list. You cannot send any emails to contacts that have this status and they do not count against your contact limit.

Step 2: Confirm subscription/interest. Once a subscriber submits your form, they are sent an email with a confirmation link. If they click on the confirmation link, their status is changed from “Unconfirmed” to “Active” and you can now send emails to them.

If a contact does not confirm their status, they cannot receive any emails sent to that list.

Contacts with an “Unconfirmed” status do not count against your contact limit.

Pros of a double opt-in:

  • Ensures contacts want to hear from you and that their information is correct.
  • Contacts who go through a double opt-in are more likely to engage with your communications.
  • You'll have fewer spam complaints, which may help your deliverability.
  • Satisfies requirements from some countries/regions that require a double opt-in process.
  • Helps guard against spam contacts from being added as active contacts to your account.

Cons of a double opt-in:

  • Some contacts who want to hear from you may not complete the second step of your double opt-in process, which means they won't receive your messages.
  • You may have a slightly smaller list of active contacts than if you were using a single opt in.

To ensure your double opt-in is enabled, view this help document.

What is a single opt-in?

A single opt-in means that contacts will not be asked to confirm their subscription to your list. Once they submit your form, subscribers are added as “Active” contacts to your list right away.

Pros of a single opt-in:

  • Allows contacts to join your list so they can start receiving messages right away.
  • One less step a contact needs to take before they receive messages from you.

Cons of a single opt-in:

  • Contacts may end up on your list who did not want to receive messages from you and they may mark your email as spam. This can hurt your deliverability.
  • Spam contacts are added to your list as active contacts, and they will count against your contact limit.

To enable single opt-in for your form, view this help document.

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