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What is an email marketing double opt in?

Published: 3rd September 2021
Double opt-in is a term you may hear when people are referring to lists of email addresses that are used for email marketing.

This is referring to the method used to collect these email addresses. Double opt-in is the method as outlined by GDPR as the preferred path to use.

When a new subscriber enters their details into a sign-up form on your website, they are then automatically entered into your email list - this method is single opt-in.

The problem with this method is that there is nothing in place to check that the email address entered is correct - this can result in your list be ruined with rogue data being entered by automated bots or malicious sources.

Double opt-in fixes that issue. It doe this by adding a simple extra stage to the signup process.

When a new subscriber enters their details on your form, they are sent an email, to the email address that they have provided asking them to confirm their subscription by clicking a link contained within the message.

Only when this second stage is completed, is the email address added to your email list. This means that if the email address provided is invalid, they won’t receive the email asking them to confirm their subscription.

This in a nutshell is how double opt-in works - it’s a fail-safe way to protect the integrity of your sign up process - it is also fully GDPR compliant.

Here at Email Blaster, we make this process really easy for you to use. With our ‘subscribe’ app, you can quickly and easily design a web sign up form, with a fully automated and very secure double opt-in sign-up process.

If you are not already a part of the Email Blaster community, then you are very welcome to open a free account and explore the software.
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