Double opt-in means someone has confirmed they want to subscribe to a service or newsletter not once but twice. This two-step verification process ensures the person subscribing is interested in receiving emails and that the email address is valid and belongs to them.
The double opt-in process starts when a user enters their email address through a sign-up form for a service or newsletter. This could be through a form on a website, a pop-up or any other method the company uses to collect email addresses. Once the user enters their email address and hits submit the first step of the opt-in process is complete.
The second step is to send a confirmation email to the address provided. This email will contain a link the user must click to confirm their subscription. Only once the user clicks this link is their email address added to the list. This ensures the user can access the email account and intends to subscribe.
This process is designed to protect both the sender and recipient. For the sender, it helps to keep a clean and engaged email list, reducing the chance of being flagged as spam and improving email deliverability.
For the recipient, it provides an extra layer of security, so they know they signed up for the emails and their email address is not being used without their consent.
This extra verification step fulfills the unambiguous consent element of GDPR and reduces the risk of complaints, unsubscribes, bots, and spam reports.
