About Double Opt-In

Mailchimp offers two opt-in settings for your audience: single opt-in and double opt-in. Both processes collect email addresses easily and safely and help you grow your audience. Depending on your organization’s needs, you may want to try the double opt-in process, which includes an extra confirmation step that verifies each email address.

In this article, you'll learn about the double opt-in process and how to use it.

How Double Opt-In Works

The double opt-in process includes two steps. In step 1, a potential subscriber fills out and submits your online signup form. In step 2, they'll receive a confirmation email and click a link to verify their email, which is added to your Mailchimp audience.

Image: a graphic depicting the two steps of the double opt-in process: the signup form, and the opt-in confirmation email.

Turn on Double Opt-In

You can choose to enable double opt-in when you create a new audience in Mailchimp. If you have an existing audience, go to your audience settings to turn on double opt-in. Or, if you have multiple audiences, you can make global changes on the Opt-In Settings page. View subscriber activity for individual audiences in your account to determine if any of them may benefit from the double opt-in process, which can help improve open rates.

Create a Mailchimp Audience

Change Audience Name and Defaults

Choose Opt-In Settings


  • Double opt-in can only be enabled for Mailchimp signup forms. If you need help with a form integration or the API, contact your developer, or hire a Mailchimp Expert.
  • If your primary contact address is in the EU, some of your audiences may already use double opt-in. If you prefer to use single opt-in, you can make that change in each audience's settings or on the Opt-In Settings page.

Customize the Double Opt-In Process

You can customize your double opt-in process in the Forms and response emails section of Mailchimp's Form Builder.

In the Form Builder, you'll design your Mailchimp signup form and your response emails that guide your potential subscribers through their double opt-in signup.

Think of these documents as your opportunity to onboard new subscribers and introduce them to your brand. You can add branded assets and custom text to your form, or enable a welcome email with a coupon or special offer for new subscribers.

These messages are included in the double opt-in process.

  • Signup form The signup form is the first experience your potential subscribers will have with your brand. They'll fill out the form and click to submit it.

  • reCAPTCHA confirmation After someone fills out your signup form, they'll need to check a reCAPTCHA box. This required step keeps spambots from adding fake data to your audience, and can't be turned off or edited.
    Image: reCAPTCHA screenshot

  • Signup thank you page This page tells your potential subscriber to check their email for a confirmation message. If you don't want us to show this page, redirect to a custom signup thank you page on your website.

  • Opt-in confirmation email The confirmation email contains a unique URL that your potential subscriber must click before we can add them to your audience as a subscribed contact. Customize the text and design of the email to match your organization's branding and style.

  • Confirmation thank you page Subscribers see this page after they've clicked to verify their email address. You can also redirect to a custom confirmation page on your website.

  • Final welcome email This optional email is disabled by default, but you can enable a welcome email at any time. We'll deliver this email after a subscriber confirms their subscription and sees the confirmation thank you page. Some people use this message to send their new subscribers a welcome message, coupons or promo codes. You can also accomplish this with an Automated Welcome Email or email series.

Next Steps

Now that you know the basics of the double opt-in process, learn how to use our Form Builder to customize your signup form and double opt-in messaging.

How Form Builder Works

Enable or Disable the Final Welcome Email

Was this article helpful?

Anything else we can do to improve our site?