Why Double Opt-In Is Worth The Hassle

Sometimes it can be frustrating when someone signs up for your email list, but never clicks the confirmation link. It almost seems like you’ve created an extra hurdle for interested readers to jump over before they can get you content. However, requiring readers to confirm their subscription has its benefits.

ISIPP offers this argument in favor of a double opt-in strategy:

“[W]hy should you go that extra step, and require confirmation? Here’s why: It’s the only way to prove your innocence to a claim that you spammed someone – it’s the only way to prove it to the ISPs and spam filters who will have to look at your word versus the the word of their own user who claimed that you spammed them.”

The article also includes three examples of how not using double opt-in can get email marketers in serious trouble.