Double opt-in
Confirm marketing consent with a verification email before adding contacts to your list.
Overview
Double opt-in provides auditable proof of consent and improves list quality and deliverability.
Decision rules
- Use for EU/UK audiences or when consent evidence is required.
- Adopt when list quality and spam reduction are priorities.
- Optional for purely transactional messaging without marketing content.
Caveats
Expect slightly lower conversion rates. Store timestamps, IPs, and consent language to defend audits.
Implementation steps
- Show a clear consent checkbox with purpose wording.
- Send a confirmation email with a single activation link.
- Activate the subscriber only after confirmation.
- Log consent metadata (time, IP, source form).
- Handle retries and link expiry to avoid abuse.