Double opt-in

What is double opt-in?

Double opt-in (also known as confirmed opt-in) is a two-step sign-up process for newsletters. When a visitor fills out the sign-up form, they first receive a confirmation email with a link. Only when they click on the link are they signed up for the newsletter. This proves that the person actually owns the email address they provided.

Single opt-in vs. double opt-in

There are two methods of newsletter sign-up:

• Single opt-in: The user is signed up immediately, they enter their email and click "Subscribe". Quick and easy, but opens up for fake sign-ups and bots.
• Double opt-in: The user receives a confirmation email and must click a link to confirm. Slower, but results in a cleaner list with higher engagement.

Benefits of double opt-in

• Eliminates bots and spam: Automated sign-ups cannot verify the email address and fake sign-ups are automatically stopped.
• Higher list quality: All subscribers are verified, engaged individuals with valid email addresses.
• Better deliverability: Fewer bounces and spam complaints mean better deliverability rates with email providers like Gmail, Outlook and Yahoo.
• GDPR documentation: You have stronger proof of consent as the user has actively confirmed the opt-in. This can be crucial in the event of a complaint.
• Higher engagement: A cleaner list typically results in better open and click-through rates as all subscribers have confirmed their interest.
• Protects your sender reputation: Email service providers look favorably on senders with low bounce and spam rates, improving your future deliverability rates.

Disadvantages of double opt-in

• Lost sign-ups: 10-30% of users forget or fail to click the confirmation link.
• Extra friction: An extra step can put off some potential subscribers, especially on mobile.
• Confirmation email in spam: The confirmation email may end up in the spam folder so the user never sees it.
• Delayed sign-up: There can be a delay between the user signing up and confirming - during which time motivation can drop.

Double opt-in in Shoporama

Shoporama has built-in support for double opt-in for newsletters. You enable it under Newsletters in admin, where you can turn double opt-in on or off. When it is enabled, the following happens:

1. The customer fills out the sign-up form in your online store (popup, footer or dedicated form).
2. Shoporama generates a unique confirmation token and sends a confirmation email.
3. The customer clicks on the confirmation link in the email.
4. The subscription is activated and the customer receives future newsletters.

You can customize the confirmation email via the theme's mail templates under mails/newsletter_confirm.html. Here you can edit the subject line, text and design to match your store branding.

When should you use double opt-in?

Double opt-in is recommended by default for most webshops. It provides a cleaner list, better deliverability and stronger GDPR documentation. The only situation where single opt-in may make sense is if you have very low traffic and every sign-up is critical - but even then, the benefits of double opt-in typically outweigh the downside of losing some sign-ups.

Tips to reduce double opt-in losses

• Clear message: Clearly tell the user to check their inbox and confirm the opt-in.
• Quick send: The confirmation email should be sent immediately, while the user still remembers it.
• Good subject line: Use a clear subject line like "Confirm your subscription to [shop name]" - avoid it looking like spam.
• Simple email: The confirmation email should have one clear purpose: a large, visible confirmation link.
• Spam folder reminder: Mention on the sign-up page that the user should check the spam folder if the email doesn't show up.