Double opt-in ensures that only valid and engaged leads are added to your Lead Base, since incorrect or non-existent emails are discarded. This action increases the engagement and deliverability of your campaigns.
When to use double opt-in?
Low quality leads in base
If your lead base includes a lot of false or invalid leads, or spam bots and spam traps, you can use double opt-in to improve this situation.
- False Leads are those who have a seemingly valid email, but which doesn't correspond to the email they actually use. Generally, this occurs when the lead is only interested in the rich content on offer, but does not want to become a lead in your base and engage with you;
- Invalid Leads are those who have an invalid email, but which can only be detected after the first campaign is sent to them, thus increasing your campaign's hard bounce rate;
- Spam bots and spam traps are usually added to your base as a result of robot (bot) conversions via your forms. Double opt-in will ensure that these kinds of leads are no longer included in your base.
Issues with email deliverability, reputation and spam
Low quality of leads in the base results in a low reputation for your IP and domain as email senders. Low reputation means that fewer emails reach your leads' main inboxes, instead ending up in promotional tabs or spam, thereby reducing the engagement of your campaigns.
Double opt-in will benefit you in two ways:
- Ensure that only real leads are included in your base, thus avoiding bounces;
- Increase the levels of engagement and deliverability of your campaigns among leads. The action of opening and clicking on your campaigns informs email servers that there is genuine interest in the content. This results in more emails being sent to the main inbox.
Double opt-in is not directly related to consent. As we've already mentioned in this article, consent requires transparency with the lead regarding the use of their data. Double opt-in does not guarantee the lead's consent. It is a step for you to confirm the authenticity of that lead.
Double opt-in makes the lead who signed up to your base confirm that they are the owner of that email. This way, you prevent someone else from wrongfully signing up to your base by pretending to be them. We recommend enabling double opt-in on your forms for all accounts that need to conform to the GDPR or other data protection laws.
Impact on conversions
The drawback of the double opt-in is that it reduces your conversion rate, since invalid leads will no longer appear in your base and some valid leads will fail to complete the double opt-in process.