Double opt-in or single opt-in? Which method will bring conversions?

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Email marketing can turn “mere” visitors to your website into customers. In addition to a sophisticated strategy, engaging texts or an irresistible offer, there is one more thing that is important – the way you sign up for newsletters (newsletter opt-in). This can also affect the resulting conversions from your email newsletter. Is it better to choose a double opt-in email, or is single opt-in enough?

Single opt-in
If you choose the single opt-in method, subscribers become part of your database as soon as they enter their login details into the form. In this case, no further verification and confirmation is required.

Advantages and disadvantages of the single opt-in method
The biggest advantage of this method is that the email address is immediately added to the database. This allows your list to grow faster than with the double opt-in method. You can also send your new subscribers news uk email list or an automatic welcome series of emails. At the same time, you don't have to worry about the addresses where the confirmation email got lost.

Single opt-in is therefore an ideal choice for short-term strategies – for example, when you want to take a quick action, get as many contacts as possible and then send a campaign to them. After the campaign is over, you can delete inactive contacts from the database and work only with those who have taken an action.

The downside of single opt-in is that your emails may not be deliverable. People who have subscribed may change their minds and mark your email as spam instead of unsubscribing. Since these subscribers will still be on your list, you will still be sending them newsletters. And you will be paying for them – unnecessarily.