Advantages and disadvantages of the double opt-in method

[suchona.kani.z]

After subscribing to the newsletter via the form, subscribers must first confirm this step. Most often, via a confirmation email with a link to confirm their choice. Only then will their email address become part of the database to which you can send news.

With double opt-in, you'll only send your emails to those who are truly interested, who will respond more often and mark them as spam less often. And that's exactly the kind of email address database you want. This not only increases the deliverability of your messages, but also your company's reputation.

Double opt-in is more beneficial in email marketing for long-term strategies , especially if you sell more expensive products or services.

Of course, this method also has certain shortcomings and disadvantages. The need to confirm the subscriber's email extends the process of logging into the database . In addition, some future subscribers will miss the uk email list confirmation email with the link and will not actually become part of your database.

But there are dangers even after successful sign-up. Subscribers can be put off by the initial intensity of emails: first send them a confirmation email, then a sign-up confirmation, and then a welcome email. Three emails in a matter of minutes can scare recipients, but it can also affect your email open rate.

Double opt-in and GDPR
However, email double opt-in is also a recommended method by the Office for Personal Data Protection . According to GDPR, consent to the processing of personal data must be demonstrable, unambiguous and unconditional.