Pros and Cons of Opt-in Methods
Single opt-in;
+ Build a large list quickly + No contact leakage
- Potential for low quality, unengaged subscribers - More time spent on list maintenance - Higher risk of spam complaints and lower email deliverability
Double opt-in;
+ Cleaner list + More active, engaged database
- Slower list growth - Potential for contact leakage
A study conducted by Litmus: email marketers from all around the world answered the question "Which permission method do you think is better?: Single Opt-in or Double Opt-in". The result was: 51% of respondents said Single Opt-in is better and 49% of respondents said Double Opt-in was better.
![single opt in vs double opt in litmus study](png/65a77f40f5229dcabfc7b099_single-opt-in-vs-double-opt-in-litmus-study-fb62b012.png)
According to Popupsmart email marketing specialists, double opt-in formed email lists' building techniques are better because having high-quality subscribers who willingly opt-in to your email list is more beneficial than having lots of subscribers who may mark you as spam.
Related Terms
- Complaint Rate
- Email Deliverability
- Opt-Out
- CAN-SPAM Act
- CASL (Canadian Anti-Spam Law)
- Email List
- Email Marketing
- Email (List) Segmentation
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