Double opt-in or single opt-in?
Knowing which one to choose is tricky business. We try and help show you how to think about picking the right option for you.
Single Opt-In
Single opt-in is when someone joins your email list with one simple step. They fill out a form, hit submit, and start getting your emails right away.
Single opt-in means someone joins your email list with one quick action. They type their email into a form, click submit, and they are on your list. There is no extra confirmation email or second click.
Marketers use single opt-in when they want to keep signup simple and grow a list faster. It works well on checkout pages, event forms, or offers where people expect an instant email. The trade off is that you may collect more fake or mistyped addresses, which can hurt deliverability if you do not clean your list.
For most teams a mix of safety and speed works best. Use single opt-in for existing customers or high trust forms and pair it with strong email validation, a fast welcome email, and regular list cleaning. If you deal with strict laws or a lot of cold traffic, consider double opt-in for those signups instead.
Related Terms
List(Audience)
Your email list is the group of people who have asked to hear from you by email. It is an audience you own and can contact any time without relying on ads or social platforms.
Learn more →Double Opt-In(Confirmed Opt-In)
When someone signs up, you send a confirmation email and only add them after they click the link. It adds a small extra step but keeps your list clean and engaged.
Learn more →List Fatigue
List fatigue is when your email subscribers tune out because they see too many emails or content that does not feel useful. They stop opening, clicking, and buying, which hurts your results over time.
Learn more →Abandoned Cart Email(Cart Abandonment Email)
An automated email that goes out when someone adds items to their cart but leaves without buying. These emails show what they left behind and usually include a direct link back to their cart. Most businesses send a series of 2-3 reminders over a few days, sometimes sweetening the deal with a discount or free shipping offer.
Learn more →