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Email Marketing: Single or Double Opt-in?

Before launching your email marketing campaign, it is critical to familiarize yourself with different strategies. Read the article below, you will learn the huge difference between single Opt-in and Double Opt-in.

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The definition of Single Opt-in and Double Opt-in

Single Opt-in is when users only need to sign up once and they will start receiving the emails automatically.

Another method called Double Opt-in is when users need to sign up twice. To elaborate, after filling out the subscription form, they will have to click a link in a confirmation email to double agree the subscription.


Email marketing: Single Opt-in (SOI)

This method focuses on “Acquisition”. By simplifying the process of subscriptions, marketers are not only able to grow the email list quickly but also connect to customers easily, leading to a high registration completion rate. Nevertheless, it is essential to regularly eliminate unsuitable people in order to maintain the effectiveness of email marketing.

Compared with Double Opt-in, however, since most of the people on the lists are more unengaged who subscribe without reconfirmation actions, the Single Opt-in method has a higher risk of being reported as spam and the lower deliverability rate.


Email marketing: Double Opt-in (DOI)

This method emphasizes on “Retention”. With double confirmation, marketers can ensure that the email address is valid and have a soaring conversion rate, such as engagement rate, responsive rate and click through rate.

After users click the confirmation link, marketers can seize the opportunity to guide customers to their official websites. By doing so, customers can understand the products and services and furthermore enhance the conversion rate. That’s why this approach has generally high return on investment (ROI) in email marketing.

On the other hand, Double Opt-in still has disadvantages when we look at some metrics in email marketing. For example, this method causes a low email list growth rate due to complicated registration steps.



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