Before I hopefully settle the debate between single opt-in vs double opt-in for your website (I’ll give you three reasons why double opt-in wins), let me first define what these marketing technology terms actually mean. There is a direct connection to my earlier post defining the term “autoresponders”.
While autoresponders are automated email responses that are triggered by an action someone takes (such as opting in to your mailing list or expressing interest in your new online course offering), single opt-in or double opt-in represents the confirmation process to first get someone on your mailing list.
Single Opt-In Confirmation
Single opt-in means there is a single action someone takes to join your email mailing list.
This action is most commonly in the form of an entry into an opt-in form such as the example below (click here for the actual opt-in form). The person enters at a minimum her email address into the opt-in form and then hits the Sign Up button.
If it is single opt-in, there is no other action required for the subscriber once she enters her name (optional) and email address (not optional), and then clicks the Sign Up button. She’s on your mailing list as an official subscriber at that moment because she confirmed her interest one time by entering her information.
Double Opt-In Confirmation
In contract, double opt-in confirmation means there are two steps to confirm someone’s desire to join your mailing list. Step one is the same as in single opt-in. A lead enters her email address into an opt-in form.
The difference is that once she enters her email address, she’s not yet officially on your list. She has to re-confirm her interest in your list by responding to a message sent to the email address entered into the form.
To guide the person to check her inbox, you can display a message immediately upon entry into the opt-in form.
Here’s my pop-up example using OptinMonster software:
You can also create an entire landing page for the same purpose. Here’s a different confirmation request example from my client, best-selling author Evan Michael Zislis.
(If you’d like to actually join Evan’s mailing list and receive his free Quick Start Guide on De-Cluttering Your Life (highly recommended), here’s his opening landing page. You’ll also benefit from his double opt-in workflow example. Like my mailing list, you can unsubscribe at any time.)
In my case, here’s a screenshot of the double opt-in message I send out immediately to someone who re-confirms interest in my list by completing the initial opt-in form:
Once the person clicks on the “Confirm your email address” button in the email, she is then officially on the mailing list via double opt-in confirmation.
As you can see in this text in this screenshot, the button can also serve as a re-direct to another landing page.
Note: I use ConvertKit (here’s a summary of my reasons why) for the entire email workflow. There’s some special technology handling to make the entire opt-in process flow smoothly and I’m planning to launch a project that guides you step-by-step through everything. If interested, I will announce the project availability to my mailing list (click here to subscribe).
Single Opt-In vs Double Opt-In (Why Double Opt-In Wins)
Now that we’ve covered the definitions for single opt-in and double opt-in, here are 3 reasons I recommend using double opt-in over single opt-in:
1. Double Opt-In Minimizes Spam and Invalid Addresses
When you ask people to confirm their email addresses (via a message sent to their inbox), you are preventing someone from entering someone else’s email address into a form without authorization. Only the person that has access to the inbox can confirm they want to be on a mailing list.
Double opt-in also serves to catch invalid addresses. If the email address has a type-o, it won’t generate a message for confirmation. Single opt-in, on the hand, would add invalid addresses to your list and your email marketing service may likely count it as part of your subscriber base even though the addresses don’t work.
2. Double Opt-In Gets Your Subscriber to White List Your Email Address
When you ask people to check for a confirmation email, you are indirectly asking them to ensure the confirmation message is not black listed (or marked spam) by their email service or client (like gmail or outlook).
This benefit occurs when you use the same email address for your confirmation message as you would for future messages.
3. Double Opt-In Creates a Great Promotional Opportunity
Lastly, when you use double opt-in, you have an exceptional opportunity to re-direct someone to a landing page after they click the Confirmation button or link in the email. The same landing page that is used to deliver a free lead magnet (a term for a resource or discount given as an incentive to join a list) can be used to cross promote your products or services.
Note: If there is something else specific you’d like for me to cover in the project on setting up an autoresponder welcome sequence, please drop me a note via my contact form or in email response to my mailing list (click here to sign up).
Single Opt-In vs Double Opt-In
Single opt-in vs double opt-in is a common debate in the email marketing world, but I think the choice is obvious for at least the three reasons outlined. Go with double opt-in. Your email list will be stronger.
Hope this helps,
Brent
Please let me know if you have any questions or feedback via my contact form or in direct response to my free Graceful Journal email mailing list.
As a certified project management professional (PMP) specializing in web design and lead generation strategies, I’m here to take away the pain of figuring out how to seamlessly integrate web and email software resources to grow businesses online.
One project step at at time.
Hope this helps,
