Double opt-in
A sign-up method in which a subscription is only confirmed once the person clicks the verification link sent after they join the e-mail list.
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Why it matters
Double opt-in proves that the address owner really wanted the subscription, and filters out mistyped addresses, bots and sign-ups made in someone else's name. Because the list stays clean, deliverability improves. In some countries, such as Germany, it is the established way to prove consent.
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Example
A newsletter form sends a verification e-mail after sign-up. Some sign-ups are never confirmed; since these are mistyped or fake addresses, they never enter the list.
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Common mistake
Not keeping a record of the consent, meaning the date, time and consent wording. In a complaint or an audit, the consent cannot be proven.
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Related terms
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