Double opt-in

Double opt-in is the process of adding new subscribers to an email list by reconfirming a recipient’s consent to receive emails. Here’s a step-by-step process:

1. A user visits a brand’s website.

2. The brand asks the user to subscribe to its future communication by entering their email address in a popup web form.

3. The brand then sends an email to the visitor and redirects them to their email client.

4. The brand adds a confirmation call-to-action (CTA) in the email, which the user must click on to confirm their email address. This acts as the user’s consent to receive emails from the brand.

A double opt-in ensures that end users submit valid email addresses to the web form, keeping the email list clean and deterring both spam traps and low-quality email addresses like info@ or admin@ addresses from entering the list.