Double opt-in is a two-step email subscription process where a user must confirm their desire to receive communications, improving email list quality.


Double opt-in is a two-step process where an individual who provides their contact information to an organization must confirm their choice to receive email communications. After the initial sign-up, an email is sent to the individual with a link to confirm their subscription. Only after clicking this link is the individual added to the email list.

Usage and Context

Double opt-in is used predominantly in email marketing to ensure that the individuals on an email list truly want to receive communications. It is a best practice for organizations that want to maintain a high-quality email list with engaged subscribers, and it's often used to comply with anti-spam laws.


What is the difference between single and double opt-in?

Single opt-in requires the user to only fill out a form or tick a box to subscribe to an email list. With double opt-in, the user must confirm their subscription through an additional step, typically by clicking a link in a confirmation email.

Is double opt-in required by law?

In some regions, like the European Union, double opt-in is required by law to comply with data protection regulations. In other regions, it's not legally required but is still considered a best practice.

Related Software

Many email marketing platforms, such as MailChimp, Constant Contact, and SendinBlue, offer double opt-in features.


Double opt-in can improve the quality of an email list by ensuring that subscribers are genuinely interested in receiving communications. It can also help protect against spam complaints and reduce the likelihood of emails being marked as spam.


While double opt-in requires an additional step from the user, it's a powerful tool for building a high-quality, engaged email list. It's particularly important for organizations operating in regions where it's required by law.

Related Terms

Email List Management

Email List Management is the process of maintaining and organizing a list of email contacts for effective email marketing.

Email List Segmentation

Email List Segmentation is a strategy in email marketing that divides an email list into smaller, targeted groups based on specific criteria.

Email Marketing

Email marketing is a direct marketing strategy that involves sending emails to prospects and customers to promote products, discounts, and events.

Email Marketing Analyst

An Email Marketing Analyst is a professional who analyzes and improves email marketing campaigns, leading to increased customer engagement and sales.

Email Marketing Automation

Learn about Email Marketing Automation, its usage, benefits, related software and common questions related to it.

Email Marketing Director

An Email Marketing Director is a professional who manages an organization's email marketing strategies. They plan, develop, and maintain effective email campaigns.

Email Marketing Manager

An Email Marketing Manager is a professional who manages email marketing campaigns, strategizes, and implements plans to promote a product or service.

Email Marketing Metrics

Email Marketing Metrics are key indicators used to measure the performance and effectiveness of email marketing campaigns.

Email Marketing Specialist

An Email Marketing Specialist is a professional who handles all aspects of email marketing campaigns, from planning to execution and analysis.

Email Marketing Strategist

An Email Marketing Strategist is a professional who develops and executes email marketing campaigns to promote a product, service, or idea.

Mass Email Marketing

Mass Email Marketing is a digital marketing strategy that involves sending promotional emails to a large group of people or potential customers at once.

Opt-in Email Lists

Opt-in email lists refer to a consent given by web users, allowing the sender to send further information via email.

Permission Email Marketing

Permission email marketing is a form of digital marketing that involves sending promotional emails to individuals who have given their consent.

Subscriber Engagement Scoring

Subscriber Engagement Scoring is a metric that quantifies the level of a subscriber's engagement with a business's content, products, or services.

Viral Email Marketing

Viral Email Marketing is a strategy that uses compelling email content to encourage recipients to share the message, increasing brand reach and conversions.
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