A sign-up process where the person first submits their address and then must click a link in a confirmation email before they are added to the list.
Example
When someone signs up on Meera's website, they get an email saying 'Click to confirm you want our new arrivals'. Only those who click join the list, which keeps out mistyped and fake addresses.
How you'll hear it
“Switch the website form to double opt-in; we're getting a lot of bounces from typo addresses.”
Don't confuse it with
- Opt-in (single): the person is added as soon as they submit.
- Verification email: confirms an account or address for login, not consent to marketing.
Related terms
Sources
- Single Opt-in vs. Double Opt-in, Mailchimp (Intuit)