Single opt-in vs double opt-in – the definitive answer to the age-old question
Posted: Wed Dec 18, 2024 4:57 am
Have you ever wondered what opt-in process is the best for your email marketing campaigns? Is it single opt-in or double opt-in? Although the debate between these two processes has been going on for years, there wasn’t a definitive answer – until now.
Tl;dr: Single opt-in outperforms double opt-in in terms of list Phone Number Database growth and converting subscribers into paying customers. Learn more to learn how we’ve got to this conclusion!
What is single- and double opt-in?
Single opt-in and double opt-in are the two most commonly used methods of obtaining consent from your subscribers.
Single opt-in (or SOI) is a straightforward and simple process, consisting of only one step. A user subscribes to your email list by providing their email address through a signup form on your website, blog, or social media platform. Once the user submits their email address, they’re immediately added to your mailing list, ready to be used in your email marketing campaigns.
The double opt-in (or DOI) process, on the other hand, involves two steps. Just like in the single opt-in process, the user submits their email address through a signup form. However, before they’re added to your mailing list, they receive a confirmation email with a link or button they need to click to verify their subscription.
Both methods have their pros and cons and you will find well-known marketing gurus on both sides of the debate, arguing tirelessly over which process is better. So, we have two hypotheses.
Hypothesis A: Single opt-in is better
According to our Email Benchmarks Report, more than 90% of businesses use SOI in their subscription forms. This in itself should be a pretty solid argument for single opt-in. It’s impossible for this many people to be wrong about something, right? Right?
Theoretically, single opt-in has many benefits. Advocates for this process usually cite the following reasons.
Higher subscription rates
As I mentioned previously, the single opt-in process requires just one step from the user, making it more likely for them to complete the signup process. This results in a larger number of subscribers, allowing you to reach a wider audience.
User-friendly experience
The quick and straightforward process of SOI makes it more appealing to users. They don’t have to go through the extra step of confirming their email address, ensuring a seamless experience that can lead to increased trust and loyalty.
Tl;dr: Single opt-in outperforms double opt-in in terms of list Phone Number Database growth and converting subscribers into paying customers. Learn more to learn how we’ve got to this conclusion!
What is single- and double opt-in?
Single opt-in and double opt-in are the two most commonly used methods of obtaining consent from your subscribers.
Single opt-in (or SOI) is a straightforward and simple process, consisting of only one step. A user subscribes to your email list by providing their email address through a signup form on your website, blog, or social media platform. Once the user submits their email address, they’re immediately added to your mailing list, ready to be used in your email marketing campaigns.
The double opt-in (or DOI) process, on the other hand, involves two steps. Just like in the single opt-in process, the user submits their email address through a signup form. However, before they’re added to your mailing list, they receive a confirmation email with a link or button they need to click to verify their subscription.
Both methods have their pros and cons and you will find well-known marketing gurus on both sides of the debate, arguing tirelessly over which process is better. So, we have two hypotheses.
Hypothesis A: Single opt-in is better
According to our Email Benchmarks Report, more than 90% of businesses use SOI in their subscription forms. This in itself should be a pretty solid argument for single opt-in. It’s impossible for this many people to be wrong about something, right? Right?
Theoretically, single opt-in has many benefits. Advocates for this process usually cite the following reasons.
Higher subscription rates
As I mentioned previously, the single opt-in process requires just one step from the user, making it more likely for them to complete the signup process. This results in a larger number of subscribers, allowing you to reach a wider audience.
User-friendly experience
The quick and straightforward process of SOI makes it more appealing to users. They don’t have to go through the extra step of confirming their email address, ensuring a seamless experience that can lead to increased trust and loyalty.