Double Opt-in: What Is It And How to Set Up?

In email marketing, ensuring subscribers genuinely want to receive your emails is crucial for building a loyal and engaged audience.

Double Opt-in

One of the most effective ways to achieve this is through a process called Double Opt-in.

In this article, you will learn what Double Opt-in is, its benefits and drawbacks, and how to set it up correctly to enhance the effectiveness of your email marketing campaigns.

What is Double Opt-in?

Double opt-in is a two-step process of email confirmation. It requires subscribers to confirm their email address and consent to receiving your emails.

When someone signs up for your newsletter or marketing communications, they will receive an initial opt-in confirmation email. This email includes a link or a button prompting them to confirm their subscription. The individual will only be added to your email list after clicking the confirmation link.

Single Opt-in vs Double Opt-in

Before diving deeper into the double opt-in approach, it’s essential to understand the difference between single opt-in and double opt-in.

Single Opt-inDouble Opt-in
With a single opt-in, you can add a user to your email list immediately after providing their email address without any additional confirmation.Double opt-in includes an extra step to confirm the subscriber’s email address.
This method can quickly grow your list. But, it might lead to more invalid or mistyped email addresses and potential spam complaints.Double Opt-in might result in slightly slower list growth. But it ensures a more engaged and accurate audience. By establishing their subscription, users demonstrate a genuine interest in your content.
Single Opt-in vs Double Opt-in

The best part is that double opt in reduces the possibility of your leads ending up in spam folders.

Where to Use Double Opt in?

Double opt-in is highly recommended when maintaining a quality email list and minimizing spam complaints which are also essential. Here are a few scenarios where using double opt-in is particularly advantageous.

  1. Newsletter Subscriptions: When users sign up for your newsletter, you must ensure they genuinely wish to receive your updates, as newsletters are an ongoing communication channel.
  2. Account Registrations: For online platforms that require user registrations, double-opt-in adds an extra layer of security, reducing the chances of fake accounts and spam.
  3. Freebies or Lead Magnets: If you offer free resources like ebooks, whitepapers, or exclusive content in exchange for an email address, double opt in helps ensure that the interested parties receive the promised materials.

How to Set Up Double Opt-in?

Setting up double opt-in requires a few simple steps.

1Create Your Opt-in Form

MailBluster forms enable you to create a pop-up or inline form for lead generation. 

  1. Pop-up forms: A pop-up form is a graphical user interface element that appears as a separate window or layer on top of a webpage. You can use it to capture user information, such as email addresses (for newsletter subscriptions or lead generation purposes). Pop-up forms often employ attention-grabbing techniques to encourage user engagement.
  2. Inline forms: An inline form is integrated directly within a webpage’s content. It is typically displayed within a designated area, such as a sidebar or webpage section. Inline forms allow users to input information without leaving the page they view, providing a seamless user experience.

Here is a video guide that might help you create a form on your own using MailBluster. 

Double Opt-in Form Setup
2Customize the Confirmation Email Template

After logging in to MailBluster, select the “Settings” section on the right side of the page. Then, click on the “Double Opt-in” section at the top of the page.

Here is a screenshot, for example.

Double Opt-in Using MailBluster
Double Opt in MailBluster

You will find a “Content” section when scrolling down the page. You can design your double Opt-in email template using the “Drag and Drop” option.

Double Opt-in Email Template Design
Double Opt-in email template design (with Drag & Drop editor)
3Include a Redirect URL

Including a redirect URL will let you take your subscribers to a targeted page after the subscription. Though it is optional, you can include a redirect URL if you want. You will find the section under the “Content section.”

Redirect URL after doubleoptin
Including a Redirect URL to where you want visitors after the subscription
4Test the Process

After providing all the data, you must check your double-opt-in process.

To test the double opt-in process, sending test email via MailBluster.

To test this process, you will need an AWS account connected with MailBluster. Here is a guide on creating an AWS account.

Double Opt-in: Pros and Cons

Like any marketing approach, double opt-in has advantages and disadvantages.


  • Higher email deliverability: Double-opt in reduces the possibility of your emails being marked as spam or sent to invalid addresses, resulting in improved deliverability rates.
  • Compliance with anti-spam regulations: Double opt in helps ensure compliance with laws, such as the CAN-SPAM Act and GDPR, by obtaining explicit consent from subscribers.
  • Increased engagement: Subscribers who have actively confirmed their subscription have the most engagement with your emails, leading to higher open and click-through rates.


  • Slower list growth: Compared to single opt-in, double-opt-in might result in a slower list growth rate since some individuals may still need to complete the confirmation process.
  • User experience concerns: Some users might need help finding the additional confirmation step, potentially leading to abandonment.

Common Mistakes to Avoid When Setting Up Double Opt-in

While double opt in can significantly benefit your email marketing efforts, there are some common mistakes you should avoid. One of the most common mistakes is making the confirmation email unclear or difficult to find. Ensure that the email clearly states the purpose of the message and includes a prominent call to action to confirm the subscription. 

Additionally, avoid burying the confirmation link in a cluttered or overly complex email design.


Implementing double opt-in for your email marketing campaigns can positively impact the quality of your subscriber list, engagement rates, and deliverability. 

While it might require an extra step from the subscribers, the benefits of building a more engaged audience and complying with regulations outweigh the potential drawbacks.


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