What is double opt-in email?
Double opt-in is a confirmation method used by senders when a user subscribes to their mailing list.
Unlike single opt-in, where the user is subscribed as soon as they enter their email address, double opt-in requires an additional confirmation step by sending an email with a CTA to verify and confirm their subscription.
Is double opt-in legally mandatory?
No, double opt-in is not mandatory in 2024. Single opt-in is required by the European General Data Protection Regulation. There is the specific case of Germany where double opt-in is mandatory.
However, double opt-in is a recommended practice to improve the performance of your emails and the virtuous circle it creates. It is often one of the best practices used by certain filters, such as SURBL, to allow removal from their blacklists.
What are the advantages of double opt-in?
For senders, double opt-in means a higher quality subscriber list with more engaged contacts. It also ensures that Internet users have given their informed consent to receive communications from the sender, while reducing the likelihood of generating complaints.
For subscribers, it reduces the risk of receiving unsolicited or unwanted email. As a result, double opt-in increases brand trust and improves the user experience.
The benefits of double opt-in email include:
- Ensuring the email address is valid
- Confirmation that the email address belongs to the subscriber
- Increase subscriber engagement
- Improve subscriber list quality
- Reduce risk of subscriber spamming
- Increase brand trust
- Increase long-term email deliverability
Email deliverability: Know the basics of sending your emails to the inbox.
How to set up double opt-in email campaigns?
4 steps to step up a double opt-in campaign
- Choose the right email solution for your needs
Mindbaz is the solution for media and companies that send mass emails, with a customer support team specialized in email deliverability. The Mindbaz team has also developed specific features to help you optimize the number of emails that reach your inbox.
- Create an effective double opt-in email
Follow these tips:
- The contact receives it quickly
- The only purpose of the email should be confirmation
- The design of the message must match the sender’s visual identity.
Choose a short email with a clear, visible call-to-action (CTA) button, such as “Confirm Registration”.
The body of the email should state that the prospective subscriber will not receive any further emails until they confirm their registration.
Finally, remember to be transparent by specifying what the contact has signed up for and the types of communications they will receive.
Example of Sweego confirmation email in a double opt-in campaign
- And why not use a double opt-in follow-up email?
If your contact hasn’t responded to your confirmation request, you can send them a reminder. Badsender analyzed a reminder email from Le Monde Media( content in french) with the following content
Sender: Le Monde
Subject: Your “Le Monde” account is scheduled for deletion.
Preheader: Dear Reader, You recently requested to receive the Le Monde newsletter…
A follow-up email a few days later may increase your positive response rate.
- Créer une page de confirmation
What happens once the subscriber has confirmed their subscription by clicking on the CTA?
You should direct them to a confirmation page with a thank-you note.
Keep it brief, but include some information that may interest the subscriber. For example, when subscribing to a newsletter, you can offer access to previous issues.
Le Monde optin launch email example
The Preference Center (PC): Boost engagement even further by combining PC and Double Opt-in
The Preference Center (PC) is a workspace where subscribers can personalize their choices around your campaigns.
You can offer them the possibility of adapting your emails:
- Types of emails received: promotional messages, newsletters, updates…
- Content: themes, topics…
- Frequency: daily, weekly, monthly, quarterly…
Combining an effective Preference Center with a double opt-in email is highly effective for increasing engagement, reducing complaints and therefore the return on investment of your email campaigns.