The recommended practice for having readers confirm their subscription to your newsletter is for them to do so through email.
This practice requires subscribers to not only confirm their subscription once, but twice!
This is a process known as double opt-in.
So why on earth would anyone require such a thing? Wouldn’t requiring more of your potential subscribers thin out your lead capture list? Not necessarily. In fact, there’s a lot of evidence that the double opt-in can be a good thing.
In fact, it’s not only a recommended practice… it’s the best practice you can abide by for your email subscriptions. Confused as to how this can be possible? Read on to get the low-down on this seemingly counterintuitive (yet very effective) practice.
Opt-in vs Double Opt-in
There are basically two types of opt-in: the single opt-in (which requires less work on the subscriber’s part) and the double opt-in (which requires extra steps).Single opt-in only requires a single confirmation. Subscribers fill out your subscription form and hit the Subscribe button to confirm their subscription. That’s it. Done.
Double opt-in requires two different confirmations – one in the web-based subscription form and another in a link they receive in their email. This step is easy to forget or ignore and without it the reader doesn’t have a subscription to your content.
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