Using a double opt-in process guarantees that your list has only valid email addresses. This is because in order to be added to the contact list, new subscribers have to click a link in an email to confirm their subscription. This prevents issues related to typos in the subscription form or people submitting fake or disposable email addresses.

Furthermore, if your subscribers have gone through a double opt-in process, you can be confident that they are fully aware of their actions and genuinely interested in receiving your emails. This will prevent wasting time and effort on re-engaging someone who was never truly interested in your business or your email campaigns.

The double opt-in method helps marketers eliminate spam traps, emails with typos, and their competitors’ attacks aimed at harming the sender’s reputation. With this method, you’ll collect a high-quality contact list and send campaigns to engaged subscribers that will result in high email deliverability, open rates, and overall email performance. It will also drastically reduce the number of hard bounces (invalid email addresses) you will get after sending your campaigns.

Additionally, if your confirmation email ends up in your recipients' spam folder, they will most probably move the email out of spam, ensuring your future messages will reach their inboxes.

To learn how to set up a subscription form using a double opt-in process, check our dedicated article Create a subscription form.

Having a GDPR-compliant opt-in process means being able to show proof of consent for every contact in your database.

While this doesn’t mean that a double opt-in is required by the GDPR, it can be helpful for showing easy proof that a contact has consented by clicking to verify their email address. It’s also helpful to have an extra level of protection from someone submitting someone else's email address without their knowledge.