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    Strategy

    Double Opt-in

    A signup method that requires a subscriber to click a confirmation link in an email before they are added to your list.

    Double opt-in (sometimes called confirmed opt-in) protects you from fake signups, typos, and spam complaints. It produces smaller but dramatically higher-quality lists. Required by law in some EU jurisdictions and recommended for any list where deliverability matters. The trade-off is a 20–40% drop in completed signups vs single opt-in.

    Related terms

    List Hygiene

    The ongoing practice of removing invalid, inactive, and risky addresses from your email list.

    Spam Trap

    An email address used by inbox providers and blocklists to identify careless senders.