The single vs double opt-in debate is as famous as it is long-running within ecommerce marketing, but for those unacquainted let us briefly explain.
Single opt-in is where a contact is automatically added to a marketing list when they give their email address to a retailer. They are not given the opportunity to confirm that they want to be on the list.
Double opt-in, on the other hand, involves a second step: once a contact has submitted their email address, they first need to confirm they want to be added to a mailing list by clicking a link in a confirmation email. It’s only once they’re fully subscribed that they’re sent a welcome email:
Which is better?