Confirmed Opt-In
Another term for double opt-in, where subscribers verify their email address before being added to a list.
Definition
Confirmed opt-in (synonymous with double opt-in) is a subscription method requiring new subscribers to verify their email address before being added to a mailing list. After filling out a signup form, subscribers receive a confirmation email containing a verification link. Only after clicking this link are they added to the list, confirming both their intent and email ownership.
Why It Matters
Confirmed opt-in ensures list quality and protects against abuse. It prevents fake signups, typos, and malicious list bombing. While it may reduce signup completion rates, it dramatically improves list quality, engagement rates, and deliverability. Many consider it best practice for maintaining a healthy email program.
How It Works
Step 1: Visitor fills out signup form. Step 2: System sends confirmation email with unique verification link. Step 3: Subscriber clicks link to verify. Step 4: System adds verified address to the list. Until step 3 completes, the address is not added to the active list and should not receive marketing emails.
Best Practices
- 1Send the confirmation email immediately after signup
- 2Make the confirmation email clear and action-oriented
- 3Use a prominent, obvious confirmation button or link
- 4Set the confirmation link to expire after 24-48 hours
- 5Send a reminder if confirmation is not completed within a few hours