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How to use double opt-in when collecting subscribers

Double opt-in is when a subscriber signs up to your email list, and then an email containing a confirmation link is sent to that subscriber. Once the subscriber clicks to confirm their subscription, they are added to your active subscriber list.

The benefits of enabling double opt-in on your landing pages and forms include:

  • Reduced risk of emailing spam addresses - By adding double opt-in to your forms, the risk of bots making it onto your active subscriber list is massively reduced. By not sending campaigns to bots and spam email addresses, you are protecting your sender reputation.

  • Proof of genuine interest from subscribers - Since subscribers take the additional step of confirming their subscription, they are showing a real interest in the content you have to offer; this means increased engagement in your campaigns.

  • Increased metrics - By weeding out bots and disinterested subscribers with double opt-in, you will see increased open rates and click-through rates across all of your campaigns and automations.

When you create a form, double opt-in is already enabled by default. You can enable and disable double opt-in by clicking on the title of your form and toggling the Double opt-in button on/off.

If you wish to customize your double opt-in email:

  1. Navigate to Forms.

  2. Click the title of your form.

  3. Click on the Double opt-in email tab.

Here you can edit the double opt-in email Subject, Sender, and email content by clicking the adjacent Edit buttons.

Note: Each form has its own double opt-in email. If you plan to have customized double opt-in emails for every form, you will need to create them separately.

The double opt-in thank you page is the webpage that subscribers are redirected to after clicking to confirm their email addresses. To edit the double opt-in thank you page:

  1. Navigate to Forms.

  2. Click the title of your form.

  3. Click on the Double opt-in thank you page tab.

  4. Click the Edit button.

If you wish to redirect subscribers to your own landing page after double opt-in, simply scroll down and enter your preferred URL in the field labeled Or use your own landing page.

You will need to enable double opt-in for API if you want to use double opt-in for subscribers being added to MailerLite via an integration.

To enabled double opt-in for API:

  1. Navigate to the main drop-down menu on the top-right corner of your screen.

  2. Click Subscribe settings.

  3. Toggle Double opt-in for API and integrations to On.

  1. Then you can edit the content of your double opt-in for API email as well as the Subject and Sender information.

To edit the confirmation thank you page, click on the Confirmation thank you page tab.

The same double opt-in for API email is sent to all subscribers added via API. Keep this in mind when creating your email if you collect subscribers via multiple integrations. If you have separate audiences all being added via API, we recommend creating a generic double opt-in email. You can then use automation to send a content-specific welcome email.

Single opt-in is a one-step process and only requires a subscriber to enter their email address once in the signup form on your website in order to be added to your active subscriber list.

To use single opt-in, simply disable double opt-in. To disable double opt-in:

  1. Navigate to Forms.

  2. Click on the title of your form.

  3. Toggle Double opt-in to Off.

Double opt-in is a two-step process where the subscriber first enters their email address into the signup form, then confirms their subscription via email.

While double opt-in is not required by GDPR, we always recommend enabling double opt-in on your forms.

Double opt-in prevents spambots from adding potentially harmful email addresses to your active subscriber list.

GDPR stands for General Data Protection Regulation. It’s a set of guidelines on how you can collect and process personal information acquired from people living in the European Union. 

You can take a look at our blog post on How to create effective opt-in forms that still work under GDPR for more guidance.

It has seven key principles:

  • Lawfulness, fairness, and transparency - fully inform the user on a lawful basis and keep your word

  • Purpose limitation - be specific about the purpose of the data collection

  • Data minimization - only collect the relevant data you need

  • Accuracy - collected data must be accurate and up-to-date

  • Storage limitation - only retain the collected data for a limited period of time

  • Integrity and confidentiality - keep the collected data secure and confidential

  • Accountability - ability to ensure compliance with the above principles

You can read our Data Processing Agreement to find out how our services comply with GDPR requirements. 

Still have questions?
If you have any questions, feel free to contact us at support@mailerlite.com.
A member of our support team will gladly assist you.