As you can see, double opt-in has many advantages, but you also need to be aware of some of its limitations. First of all, the additional step may discourage some recipients from completing the registration process.
It also happens that confirmation emails end russian telephone numbers up in spam or are overlooked, which means that some users never confirm their subscription. It is also important to consider that implementing and managing a double opt-in system requires more work and resources, both in terms of configuration and maintenance of the system.
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Is it worth using single opt-in in your newsletter?
Single opt-in in a newsletter makes the process faster and less complicated, which has a positive impact on the number of sign-ups. What's more, users start receiving messages immediately after signing up, which can lead to faster engagement. It is also easier to implement this form of sign-up and can be less expensive, due to the lack of having to send emails with an activation link.
However, failure to verify email addresses can result in more false or fake subscriptions, which reduces the quality of your mailing list. Building your list in this way increases the risk that your emails will be marked as spam, which will affect their deliverability. Depending on the rules applied by the email system, such messages may be blocked completely, moved to the spam folder, or given a warning about a potential threat.
The aforementioned legal issues are also a major problem, not only in Poland but also throughout the European Union, due to the GDPR (General Data Protection Regulation), which strictly regulates the permissible basis and method of processing personal data of natural persons by entrepreneurs.
Double opt-in and single opt-in – what to choose?
The choice between double opt-in and single opt-in largely depends on the specifics of the company's marketing strategy, as well as the regulations governing the protection of personal data. In the case of e-mails, double opt-in seems to be the only reasonable option, especially in the context of regulations such as GDPR or the Polish Act on the provision of services by electronic means.
Violating these regulations can result in significant financial penalties.