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Andrzej Bieda
Written by Andrzej Bieda

Understanding Single and Double Opt-In

The difference between single and double opt-in and how to implement them in

What is Opt-In?

Opt-in is a marketing term referring to the process by which individuals give their explicit consent to receive communications from a business. This consent is typically given by providing an email address through a form on a website, landing page, or other digital channels.

Single Opt-In

Single opt-in is the simpler of the two methods. In this approach, when a user submits their email address through a sign-up form, they are immediately considered as a contact with marketing consent without any further action required from them. While single opt-in offers convenience for the user, it may lead to a higher likelihood of fake or mistyped email addresses being added to the list, as there's no verification step.

How to use single opt-in in

This basically means how your visitors can give you their email address. There are a few ways:

  • Forms, Pop-ups, Landing Pages
    While sending the form a user can input their email address and a marketing consent by selecting a checkbox. The checkbox value (true if selected) can update a boolean attribute in related to the consent.

  • Chat widget
    Automatically, to every user without an email address after they send a message via chat

  • Chat bot
    During a conversation, the bot can ask user for an email address in order to send the answer later.

Double Opt-In

Double opt-in, also known as confirmed opt-in, is a two-step process that adds an extra layer of verification to the subscription process. After a user submits their email address through a sign-up form, they receive a confirmation email asking them to verify their subscription by clicking on a link or button. Only after this verification step is completed the user should be considered as a contact with marketing consent.

How to use double opt-in in

This should be a follow up activity after user makes the first step (from the single opt-in method), like this:

  1. Single opt-in
    We get the user data (email, marketing consent, etc.)

  2. Verification email
    We send an email to the user, asking to confirm their address by clicking on a link or a button

  3. Double opt-in
    Once they clicked we direct the to a thank you page, and update the double opt-in attribute (also boolean, true or false value)

Final thoughts

The choice between single and double opt-in methods depends on various factors such as user experience preferences, regulatory compliance, and marketing objectives. While single opt-in offers simplicity and convenience, double opt-in provides added security and confidence in the subscriber list's authenticity. Ultimately, businesses should assess their specific needs and priorities to determine the most suitable opt-in approach for their marketing strategies.