[FAQ]

Hey everyone, I have a question about setting up my email sign-up process.

I’m trying to decide between using a single opt-in process, where someone is subscribed immediately, or a double opt-in process, where they have to confirm their subscription in a follow-up email.

What are the pros and cons of each method in 2025? Is one generally considered better for list quality and engagement? I want to grow my list, but I also want to make sure it’s a high-quality list from the start.

Any advice on this would be really helpful!

[Jeff Bullas]

That is a great question that gets to the heart of the debate between email list quality and list quantity.

The choice between single and double opt-in is a foundational one for your email marketing. First, let us be clear on what they are. A single opt-in is when a user enters their email address into a form, clicks subscribe, and is immediately added to your list. It is a low-friction process. A double opt-in, on the other hand, is a two-step process. After a user signs up, they receive a confirmation email and must click a link in that email to verify their address before they are officially added to your list.

The main benefit of single opt-in is that it leads to faster list growth because there is no second step for a user to forget or ignore. It maximises the number of people who initially sign up.

However, the benefits of double opt-in are far more significant for any serious business or creator. First, it ensures you have a valid, correctly spelled email address, which immediately improves your list quality and reduces your bounce rate.

Second, it proves that the subscriber genuinely wants to receive your emails. This leads to a much more engaged list with higher open rates and click-through rates down the line, which is a powerful positive signal to inbox providers like Gmail.

And third, it provides stronger proof of consent, which is very important for complying with data privacy regulations like the GDPR.

The bottom line is this: if your only goal is to grow a list as quickly as possible, single opt-in will get you more subscribers, faster. But this often comes at the cost of lower quality and potentially higher spam complaints. For anyone who values long-term deliverability, high engagement rates, and a quality relationship with their audience, double opt-in is the professional standard and the superior long-term strategy. It is always better to have a smaller list of engaged fans than a large list of uninterested addresses that can damage your sender reputation.

Cheers,

Jeff

[Author]

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