In online marketing, you have to walk a tightrope: on the one hand, you want to reach as many people as possible, but also exactly the right people. This requires many technical implications, but also legal ones.
The double opt-in procedure is a mixture of both. This procedure ensures that only users who really want to subscribe to your newsletter receive it. But the double protection also brings a lot of bounce potential. 
Learn how to get the confirmation your newsletter deserves with our 7 tips for better double opt-in rates.
Double opt-in explained - what's behind the double opt-in process
If you have an email address, you will not only receive the email you want, but often also unwanted spam emails. Many illegitimate providers get hold of masses of email addresses and simply add them to their lists until these users actively unsubscribe (opt-out).
However, strict data protection guidelines apply in the EU and you naturally want to work in an exemplary manner in the interests of your own brand identity. The double opt-in procedure is therefore recommended for subscribing to newsletters. Users register for your newsletter here (opt-in) and must confirm this initial registration a second time (double opt-in)
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This way, you can ensure that the registration is not carried out by a third party and users will immediately notice if they have mistyped their email address.
To ensure that you receive satisfactory double opt-in rates, you should follow our 7 tips.
7 tips for better double opt-in rates
1. the explanation - After the first opt-in, users should be informed that they need to confirm their registration. So make sure that users see a window immediately after signing up that informs them about the exact process and the necessary confirmation. Users often simply assume that they have already subscribed to the newsletter when they first sign up and delete the first emails without reading them. The fact that no newsletter will follow in the next few days and weeks is often forgotten and you have wasted the interest of potential subscribers.
2. Clarity - Now users know that a confirmation email is coming, but it must be clearly recognizable as such. Not only do the right subject and a clearly recognizable button with which the subscription can be confirmed help, but also the necessary speed. The confirmation email should be sent as soon as possible after registration. Also point out to users that the email may end up in the spam folder. The confirmation definitely needs a clear and graphically communicated call-to-action.
3. Personalization - Also make sure that the confirmation email is formulated in a friendly and personal way. For example, if you also ask for the name when subscribing to the newsletter, your email should contain a clear form of address. Use clear and personal wording that once again emphasizes the added value of your newsletter. "You are just one step away from the latest news from the tech industry" or "Confirm your registration to always receive the best offers". You can also make the double opt-in process more attractive with special offers. An exclusive discount voucher or bonus points are often the right incentive to encourage click-through.
4. Precision - However, personalization does not mean that you should produce an individual novella for every sign-up. You know what you want to achieve with the confirmation email and this should be communicated at first glance. So make sure that users don't have to scroll for a long time, but know what to do as soon as they open the email. Even if the email is only briefly scanned by the eye, the call to action must remain clearly recognizable. A challenge for UX and UI.
5. The sender - A confirmation email naturally comes from a generic email address on your server. This is not technically relevant for users, but often has implications for the user experience. To optimize double opt-in rates, you should also pay attention to a catchy sender here. Instead of no-reply@, such an email could come from welcome@, for example, and thus appear friendlier and less likely to get caught in the spam filter.
6. Simplicity - The reason why double opt-in rates are lower than those of simple opt-in procedures is simple. Every change of platform, app, browser window, every click offers users an additional opportunity to opt out. Even technical glitches that are beyond your control could mean the end of a subscription before it has even started. So make the process as simple as possible. Clicking on a button in the email is the quickest and easiest solution. Also make sure that your landing page is mobile-optimized and has a sleek design so that nothing stands in the way of subscribing to the newsletter even if reception is poor on the go.
7. Quality assurance - These six tips give you a good indicator of how you can optimize your double opt-in rates through an improved process, but they are only the starting point. If you want to ensure that your double opt-in rates remain high and improve over time, you should test and analyze. Even simple A-B tests provide you with valuable data for optimizing your double opt-in process. After all, the best way to find out what works best for your users is in practice.
Confirm your newsletter as exemplary - thanks to double opt-in
For reasons of legal certainty alone, a double opt-in procedure is essential. In case of doubt, you as a company must be able to prove that your newsletter or marketing emails are really wanted. The double opt-in is a simple method to guarantee you exactly that. Our tips should also help you to make it as easy and convenient as possible for visitors to your website to sign up.
You will find valuable tips on double opt-in rates and other exciting topics in online marketing in our white paper, which is available to download free of charge. Of course, we are also happy to provide you with our expertise. Enquire about our services without obligation and let us advise you.
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