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What is Double Opt-in?

Quick Answer

A subscription process where the user confirms their email address by clicking a link in a verification email.

Double opt-in requires subscribers to confirm their signup by clicking a link in a confirmation email. This ensures valid email addresses, reduces spam complaints, and improves list quality. While it may lower signup rates by 20-30%, it significantly improves engagement metrics and deliverability.

Related Terms

List Hygiene

The practice of regularly cleaning your email list by removing invalid, inactive, and unengaged subscribers.

Unsubscribe Rate

The percentage of recipients who opt out of your mailing list after receiving an email.

Email Deliverability

The percentage of emails that reach the recipient's inbox rather than the spam folder or being bounced.

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