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Double opt-in or single opt-in, is the debate that has been raging for decades. Which one is the best between the both? That is yet to be finalized because both have different pros and cons. Still, the topic is under discussion to find the finest way to build quality leads to grow your business.

Table of Contents

  1. Double opt-in vs single opt-in: what is the major difference?
  2. Double opt-in
  3. Single opt-in
  4. Advantages of double opt-in
  5. Disadvantages of double opt-in
  6. Advantages of single opt-in
  7. Disadvantages of single opt-in
  8. Conclusion

When you make an email marketing strategy, this is the first point that you need to make clear, either go with double opt-in or single opt-in. Email marketing is one of the best forms of marketing, undoubtedly.

The behind this is that you can get a significant Return on Investment, i.e., $42 for every $1 spent. Among all the marketing methods, the marketers are of the view that email marketing is leading the market by and large.

But before you send an email campaign, you need an email list that can be single opt-in or double opt-in. in this article, we shall discuss the pros and cons and major differences between single opt-in and double opt-in. Keep reading!

Double Opt-in vs Single Opt-In: What Is the Major Difference?

Double opt-in vs single opt-in is all about the process of subscription to the email list. Let us discuss this in a bit detail:

Double Opt-in

Double opt-in is when your subscriber confirms the subscription form. As soon as they sign up for an email list, they get a confirmation link. After clicking and accepting the confirmation, the user enters the email list and starts receiving the newsletters.

double opt-in | Mumara

These users are interested and committed to hearing from you, that is why you can have a more open and click-through rate from these healthy email lists.

Single Opt-in

Single opt-in, as clear from the name, means that when a user signs up to your email list he doesn’t need to go through a lengthy process. Rather, he will immediately be added to the email list.

Moreover, these subscribers do not need to open the email and go through the confirmation process. As soon as they subscribe to your list, they will start receiving emails straight away.

single opt-in | Mumara

Now is the time to discuss the pros and cons of double opt-in and single opt-in. It is up to you to choose the best one according to your needs.

Advantages of Double Opt-in

The major benefit of double opt-in is that you can have a more engaged and healthy email list. The subscribers from this list subscribed using the double opt-in process that indicates that they want to hear from you.

These subscribers are more responsive to your emails. Hence, responsible for a more open and click-through rate. In email marketing, everything is about subscribers’ engagement. The more the engagement will be, the more beneficial it will be for your business.

Another benefit in this regard is that the subscribers of the double opt-in email list do not mark your email as spam. When we get too many spam reports, it will hurt the email sender's reputation, resulting in poor email deliverability.

benefits of double opt-in | Mumara

This is what you have to stop because a poor sender reputation will stop your emails to be delivered to your subscribers. As per the stats from Talos Intelligence, nearly 85% of the emails of the global volume are spam. On the other hand, when we talk about double opt-in the subscribers of this email list will be more interested to hear from you, so it will enhance the sender's reputation.

Further, the double opt-in process does not allow spammers to penetrate your email list, this process keeps your email list clean. Furthermore, when you have a double opt-in email list, you need not worry about spending on your email marketing. The reason is that you are going to send emails to the interested users and there will be a win-win situation for you.

Disadvantages of Double Opt-in

Nothing in the world comes with all the benefits, there are some disadvantages also, and the same is the case with double opt-in. First of all, it is a longer signup process to subscribe to the email list. When there are more steps, there are many chances that some of the users will not pass through all these steps.

Also, some of the users forget to click the confirmation link. They think that have signed up for the email list, but in actuality, they don’t. Also, people want to develop a relationship with you but are asking them to pass through several stages to be in the relationship. That is the point that hurts the users.

Advantages of Single Opt-in

The major benefit of single opt-in is that the users do not need to pass through a lengthy process of subscription. Rather, they have to click the sign-up to enter into the email list. This is the process that can give your more subscribers to grow your email list even faster.

benefits of single opt-in

If you want to get the users more instantly, you need to go for single opt-in emails. The issue with this email list is that the users are not as interested as you get from the double opt-in. Along with it, you need not worry about the unconfirmed subscribers. The reason behind this is that as soon as the user signs up for the newsletter, he will immediately be added to the email list.

Disadvantages of Single Opt-in

One of the major issues that you can face with the single opt-in email is deliverability issues. The reason behind this is that sometimes users sign up for an email list mistakenly or unintentionally. When these users receive the emails, there are great chances that they will mark the email as spam instead of unsubscribing from the email list.

This happens when the users receive too many emails without any interest. These emails are the ones users feel frustrating, so they find the best cure to mark them as spam. According to Litmus, around 43% of the users mark the unwelcome email as spam as they think it is an easy way to do that.


To conclude, we can say that email marketing is ever-evolving and reached us with great improvisations. All you have to decide that either you need quality or quantity. If you are looking for quantity, you need to go to the single opt-in.

On the other hand, if you are looking for quality, you need to go the double opt-in. in double opt-in, there are chances that you can have fewer subscribers, but these subscribers will give you more ROI, and an open and click-through rate.

If you have decided on your email list, now you have to choose an email marketing automation tool to schedule your email campaigns. 



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