Think of your SMS and email subscriber lists as the most exclusive clubs in town. You wouldn’t let just anyone wander past the velvet rope, right? After all, the last thing you want is a room full of people who stumbled in by mistake—or worse, a room full of bots wearing trench coats.
No, you want the true fans who love to engage with your brand and will stick around for the long haul. So, how do you start building this list of VIPs? With a simple yet powerful secret handshake: double opt-in.
With double opt-in, you ensure that every single person on your list has actively raised their hand—not once, but twice—to say, “Heck yes, I want to be here!” And that’s how you build a community, not just an email or SMS marketing list. Let’s explore how this works.
Single opt-in vs. double opt-in for SMS and email marketing
When people sign up for your SMS and email marketing lists, you have 2 main ways to handle it.
With single opt-in, signup is instant. A person enters their email or phone number, hits submit, and boom, they’re on your list. It’s the quickest path to building a big list, but it’s also the messiest. Typos slip through, fake numbers sneak in, and, sometimes, people join without realizing what they agreed to.
Double opt-in adds an extra step. After someone signs up, they get a confirmation message asking them to verify they really meant to join. For email lists, it’s usually a “Click this link to confirm” message. For SMS list building, it might be “Reply YES to join our text list.” The people who confirm truly want to hear from your brand.
So, while single opt-in might give you bigger numbers to brag about at marketing meetings, double opt-in gives you loyal subscribers. It’s quality versus quantity, and, in the long run, quality wins every single time.
Why double opt-in is worth the extra steps
It’s easy to wonder if asking subscribers to confirm twice will slow down your list growth. But the truth is, double opt-in pays off in ways that go far beyond numbers. Here’s why it’s worth it.
Cleaner SMS and email lists
Double opt-in is like having quality control built right into your signup process. It catches all the fake emails, mistyped addresses, and accidental signups. The result? Higher click-through rates and engagement from subscribers who look forward to hearing from your brand.
Compliance and legal protection
When it comes to privacy laws, 1 thing is clear: Consent matters. While double opt-in isn’t explicitly required everywhere, it’s among the best practices you can follow to ensure that consumer consent is unambiguous and freely given. That way, when new contacts confirm they want to receive marketing emails or text messages, you’ve got a clear record of their choice.
Better deliverability rates
Confirmed opt-in dramatically improves your deliverability by reducing spam complaints and protecting your sender reputation. Email providers and SMS carriers closely track spam reports, so receiving fewer complaints means your messages are more likely to land in inboxes instead of getting filtered out. This is precisely what your business needs to ensure the success of your SMS and email marketing strategy.
How the double opt-in process works
How does the double opt-in signup process work? It’s not nearly as complicated as it sounds. Here’s how the process unfolds.
Signup form
It all starts at the door. A potential fan visits your website, reads your blog, or sees a social media post and decides they want in on the action. They fill out your signup form with their name and email address or phone number to start their email subscription or join your SMS list.
Double opt-in email or text
In response to the signup, your marketing platform automatically sends an opt-in email or text. The double opt-in message’s only job is to ask, “Did you just sign up to hear from us? If so, please confirm.”
For email, this might mean the consumer needs to click on a confirmation link, while for SMS, it could be as simple as replying “Yes.” If the new subscriber completes this verification step, you have their explicit consent to add them to your list.
Final confirmation message
Once your new subscriber clicks the link, they are instantly taken to a final thank-you page on your website. If it’s by text, they’ll get a confirmation message welcoming them to your list. Either way, this step provides a friendly, official welcome to the club.
When to enable double opt-in
There are certain situations where double opt-in moves from being nice to have to absolutely essential:
- High-risk signup channels: Giveaways, social media ads, or referral campaigns often attract fake or mistyped entries. A confirmation step filters out the junk.
- Abandoned cart texts: Abandoned cart flows are high value, but highly regulated. With strict limits on timing and frequency, double opt-in helps you stay compliant and reduce the risk of complaints.
- Low sender reputation: If you’ve noticed a spike in spam complaints, double opt-in is your first line of defense. It acts as a shield, preventing future low-quality signups from damaging your sender reputation ever again.
Steps to implementing double opt-in for email
Double opt-in is among the simplest ways to make sure your email communications start off on the right foot. It takes a little extra time to set up, but once it’s in place, it runs automatically in the background. Here’s how to get started.
Step #1: Find the opt-in settings
In most marketing platforms, you can enable double opt-in when creating new audience segments. For existing audiences, make global changes from the opt-in settings page to ensure consistency across multiple lists.
Step #2: Use the signup form builder
Now, it’s time to create the opt-in workflow. Start by opening the signup form builder and creating a form meeting all applicable laws for your marketing area. Also, write a brief thank-you message that people will see after submitting the form. It should not only confirm the signup but also provide clear next steps, such as letting them know to check their inbox for a confirmation email.
Step #3: Customize the double opt-in email message
Next, design an on-brand confirmation email that asks new subscribers to click the link to verify their subscription. Keep the wording clear and friendly and consider adding a short follow-up email to welcome subscribers once they’re confirmed.
Step #4: Adjust the double opt-in confirmation page
Once a customer confirms their subscription, the link should take them to a confirmation page. Design this page to match your brand’s look and voice so it feels like a seamless part of the journey. Use it to thank them for subscribing and let them know what to expect next, such as a welcome email series, weekly newsletter, or special offers.
Step #5: Test the entire process yourself
Finally, run through the flow as if you were a new subscriber. Fill out your signup form, click the link in your email, and confirm your subscription on the final page. Pay attention to the small details, so you can catch mistakes before your subscribers ever see them.
A quick note on setting up SMS double opt-in
SMS double opt-in is actually simpler to set up than email in most platforms. You’ll typically find SMS settings in a dedicated section of your marketing platform, where you can enable double opt-in with just a few clicks.
This process typically involves selecting your SMS settings and then creating your conversation flows, such as an automated “Reply YES to confirm” message followed by a welcome text. Many platforms automatically handle compliance requirements for SMS, allowing you to focus solely on the user experience.
Key takeaways
- Confirm, then connect: Double opt-in asks people to confirm twice so you know they genuinely want to hear from your brand through SMS or email messaging.
- Choose quality over quantity: Single opt-in might grow your list faster, but double opt-in gives you more loyal fans who stick around for the long haul.
- Get better business protection: Confirmed opt-in makes it easier to keep your email and SMS lists clean, abide by privacy laws, and ensure deliverability.
- Some situations demand double opt-in: High-risk channels, abandoned cart texts, and low sender reputation are all times when double opt-in isn’t optional.
- Setup doesn’t take much time at all: Implementing double opt-in for email and SMS only takes a few steps, and you’re ready to start building a cleaner, more reliable list.