Are you a business owner or marketer looking to grow your email list but are having trouble learning all the different terminology for email marketing? Figuring out the difference between single opt-in vs. double opt-in might seem daunting.
These two methods of collecting new emails both work well and each has its own benefits. Deciding which is best for your audience really comes down to personal preference.
When making this decision, there are really only five different qualities to take into consideration when choosing an opt-in method for your email list.
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What is Single Opt-In?
Single opt-in is the easiest way to collect new sign-ups. With this method, you only need someone to fill out a form on your website for them to get added to your list.
There are usually a few unique ways that marketers and companies use to collect emails. One of the most common are website popup forms.
These are forms that become visible on a site either after a set period of time or after a certain percentage of a page is scrolled through.
Another common form that is used on websites are forms embedded straight onto the site.
What is Double Opt-In?
Double opt-in is the second option you have for collecting emails. This method is quite a bit different from single opt-ins. Instead of someone just joining your email list right after inputting their information in your form online, they have to complete a second step.
Hence the name double opt-in.
This second step usually comes in the form of a confirmation email. The process of this double opt-in confirms that the person signing up for your list is actually inputting a valid email.
Benefits of Single Opt-In
Here are two of the most significant benefits of having a single opt-in for your email list:
1. Faster Email List Growth
Single opt-in makes it possible to grow your email list much more rapidly than any alternative option. Usually, marketers can expect at least 25% faster list growth when there is no confirmation email required
2. More Convenient For Your Audience
Removing friction in the sales process is mentioned a lot in the e-commerce industry. But the same goes for business owners and marketers in other industries trying to grow their list.
Single opt-in is the easiest and most convenient way for your audience to get signed up for your list.
Benefits of Double Opt-In
Here are three key benefits of double opt-in:
1. Reduces Spam
Having a second step that someone needs to complete to sign up for your list removes the possibility of random bots signing up.
This second step also makes it a bit more difficult to join your list. So only the people who really want to get what you have to offer will complete the 2-step sign-up process.
2. Keeps Email List Clean
Once you have a method of obtaining new email subscribers, it’s easy for your list to get out of control fast.
Depending on your situation and what email marketing service you are using, maintaining a list can be expensive.
There are more affordable options like Mailchimp (they offer your first 2000 emails free). But you should still try to clean up your list and authenticate each of your list subscribers.
3. Improves Deliverability
A higher quality email list means better deliverability. When you make people opt-in twice, you know they are real and actually want to receive your emails.
Single Opt-In vs. Double Opt-In
Both single and double opt-in options can work really well. Of course, each has its own benefits but it really comes down to personal preference.
When comparing single opt-in vs. double opt-in you should ask yourself these questions:
Are you someone looking to grow your email list faster?
If yes, then you would probably want to go with a single opt-in option.
Do you want to improve the deliverability of your emails?
If this sounds like you, then double opt-in would be a good choice.
Is Double Opt-In Worth It?
Double opt-in can definitely be worth it. However, it depends on what your current goals are for your email list.
Do you want to grow your list as fast as possible? Or do you want to have a high-quality authentic list with minimal bots and spammers?
Is Double Opt-In Required?
Double opt-in is not required. It is just an option that many marketers choose to use due to its benefits.
Single opt-in works fine if you are okay with a slightly lower quality email list but more rapid growth. You can always choose to go back to double opt-in later.
Double Opt-In For GDPR Compliance
You do not need double opt-in for GDPR compliance. GDPR makes marketers or companies improve their transparency with how customer data is used. It has other requirements such as how the customer can consent to how their information is used.
Double opt-in is not required because this method on its own isn’t enough to provide consent.