I’m always asked why we should use a double opt in when people subscribe to receive email communications. Here in Lyris full service we strongly recommend having a double opt in subscription process. The main reason is because it provides email marketers the opportunity to develop an inbox relationship and better process to ask further questions about the customers' needs and interests.

Here are some further pros and cons of double opt in confirmation email messages:

Pros of confirmation email:

• Reduces email marketing campaigns sent to unknown users, improving deliverability. This is because invalid email addresses are only sent the confirmation email message and when not confirmed are never emailed again.


• Develops an inbox relationship. A user is expecting an email from your company email address, opens it and clicks on a link, therefore is reacting to your brand. The confirmation must be sent instantly after sign up.


• White listing opportunities on the confirmation email. “Please add This e-mail address is being protected from spambots. You need JavaScript enabled to view it. to your address box to ensure inbox delivery of future emails”


• The confirmation link. The confirmation email can link to a profile page (data capture page) to collect additional valuable information about subscribers' demographics and interests.

Cons of confirmation email:

• Total subscription number will be less than pre-double opt in. However the dropped subscribers will not be valid addresses and therefore are not a true reflection of subscriptions.


• Confirmation email going into the junk folder. This can occur and does depend on a variety of elements. To reduce this potential impact, send a text only follow-up email 24 hours after a user subscribes and has had a successful delivery of the first email, but has not yet completed the confirmation process.

Find out where the confirmation email fits within an email welcome program in my next blog post.   

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Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.