Glossary / Double opt-in
What is Double opt-in?
Double opt-in asks new subscribers to confirm by clicking a link in a confirmation email. It costs you some signups and buys you a much cleaner list.
Someone types their address into your form. Instead of adding them straight away, you send one email asking them to confirm. Only after they click are they on the list. That second step is the 'double'.
You lose some people at that step. What you gain is a list of addresses that are real, typed correctly, and attached to someone who genuinely wants your email. Typos and fake addresses never make it in.
It also gives you a record of consent, which matters if you send to people in places with stricter privacy rules. For most small lists the trade is worth it.
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