By default, our forms use double opt-in. This means that after submitting a form, a contact will be sent an email asking them to confirm their subscription to your list.
Opt-in confirmation settings are managed using forms because double opt-in is only available if you are using an ActiveCampaign form.
You are able to use single opt-in on some forms and double opt-in on others. This flexibility is important because single and double opt-in have their advantages and disadvantages and what is appropriate for one form may not be for another. For example, you may want your customer list to be single opt-in but your list of leads to be double opt-in.
Enabling single opt-in
Opt-in confirmation is set per form so to access this setting you’ll need to create a form using our form builder.
When you are editing your form, switch to the “Options” tab in the right-hand sidebar by clicking it.
Under the “Form Action” section, if you have a “Subscribe to List” action, you’ll see a gear icon next to it. Click the gear icon to display a modal window with opt-in options.
You’ll see a toggle for “Opt-in Confirmation.” Click the toggle to switch it to a red “Off” state. This disables double opt-in. With “Opt-in Confirmation” off, you are using single opt-in for that form so your contacts will not be sent a confirmation email before being added to your list.
Choosing single opt-in versus double opt-in confirmation
Whether you use single opt-in or double opt-in is a decision you should make based on what makes sense for your business and how each list will be used.
Pros and cons of single opt-in
A single opt-in list allows a contact to join the list and start receiving messages without asking them to confirm their subscription by clicking a confirmation link. This makes it easier for someone to join a list because there is one less step they must take before receiving your messages.
The downside is that contacts may end up on your list who did not want to receive messages from you. Although unlikely, someone could use their email address to subscribe them without their permission. When a contact who did not request to hear from you starts to receive your messages, they might assume they are spam and mark them as spam. This would negatively affect your deliverability.
Pros and cons of double opt-in
A double opt-in list sends a contact an email message with a confirmation link in it. If they do not click the link to confirm their subscription to your list, they will not receive messages. This additional step protects you from having contacts on your list that don’t want to hear from you. Double opt-in may also help keep your deliverability high because you’ll generally have higher open rates, more click throughs, and fewer spam complaints.
Some countries and regions require opt-in confirmation (double opt-in) in order to comply with their rules and regulations so using double opt-in ensures compliance with those laws.
The downside of double opt-in is that some contacts who want to hear from you may not click on the confirmation link and so won’t receive your messages. They might miss the confirmation email or they might just not bother opening it or clicking its confirmation link. This means your list might be slightly smaller than if you were using single opt-in. However, you can be sure that everyone on your list wants to hear from you and you’ll have fewer spam complaints. Most users find that the benefits of using double opt-in outweigh the negatives.