Improve engagement and compliance with double opt-in
| Enabled for | Public preview | Early access | General availability |
|---|---|---|---|
| Admins, makers, marketers, or analysts, automatically | 
Aug 21, 2024 |
- |
Nov 30, 2024 |
Business value
By implementing double opt-in, you can cultivate a more effective email marketing strategy, leading to improved compliance, increased open and click-through rates, and a better overall brand experience for subscribers.
Privacy and data protection laws in many regions require double opt-in functionality to help verify customer information. Double opt-in requires users to confirm subscription preferences through a follow-up email after the initial subscription. By confirming subscription preferences a second time, you comply with legal requirements and improve engagement by ensuring that users who’ve subscribed are intent on receiving future communications. When customers are certain they want to receive email communications, spam complaints and bounce rates are reduced, and your sender reputation is improved.
Feature details
Administrators can enable double opt-in at a compliance profile-level and can easily enforce the double opt-in flow for all the forms using the compliance profile.
- Familiar concepts like triggers and journeys are used to orchestrate the double opt-in process, allowing you to customize the process to meet your business needs.
- New contacts (or leads) won't be created until the customer has confirmed their opt-in, keeping your contact and lead lists free of bad data.
