Editing Pro (section)

=== What is a double opt-in? ===
'''Email marketing lists only.'''

A double opt-in is a two-step process an email contact must go through in order to be added to your email marketing list as an active contact, so they can begin receiving email campaigns:

# '''Step 1:''' Submit form. Subscribers are added as “unconfirmed” contacts to your list. You cannot send any emails to contacts that have this status.
# '''Step 2:''' Confirm subscription/interest. Once a subscriber submits your form, they are sent an email with a confirmation link. If they click on the confirmation link, their status is changed from “Unconfirmed” to “Active” and you can now send emails to them.

If an email contact does not confirm their status, they cannot receive any emails sent to that list.

==== Pros of a double opt-in: ====
* Ensures email contacts want to hear from you and that their information is correct.
* Email contacts who go through a double opt-in are more likely to engage with your communications.
* You'll have fewer spam complaints, which may help your deliverability.
* Satisfies requirements from some countries/regions that require a double opt-in process.
* Helps guard against spam contacts from being added as active contacts to your account.

==== Cons of a double opt-in: ====
* Some contacts who want to hear from you may not complete the second step of your double opt-in process, which means they won't receive your messages.
* You may have a slightly smaller list of active contacts than if you were using a single opt-in.

To ensure your double opt-in is enabled, view this help document.