What is Double opt-in?
Double opt-in is a sign-up process where a new subscriber must click a confirmation link in an email before being added to your list.
It confirms the address is real and belongs to the person, which keeps typos, fake sign-ups and spam traps off your list and protects deliverability.
The trade-off is fewer subscribers, because some people never confirm. Many ecommerce stores use single opt-in with good validation; some markets and risk profiles favour double opt-in.
A worked example.
A jewellery store sees many fake sign-ups from a pop-up giveaway. It adds a confirmation email, and the list grows more slowly but bounces and complaints fall because every address is confirmed.
Common mistakes.
- Confirmation emails that look suspicious or arrive late
- Not checking local consent rules
- Using single opt-in with no address validation
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