Double Opt-In
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Double opt-in is a subscription method where a user first submits their email address and then confirms their subscription by clicking a link in a separate confirmation email. Only after this second step is the address added to the active list.
- Advantages:
- Higher-quality, higher-intent lists.
- Fewer invalid or mistyped addresses, which reduces bounces.
- Typically stronger engagement and lower complaint rates.
- Trade-offs: Slightly lower list growth speed; some users may not complete the confirmation step.
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