Increase Your Open Rates

Implement a double opt-in process to confirm interest

Establishing a healthy and active contact list is the first step in ensuring good opening rates. To do so, the first step is to collect email addresses via double opt-in forms. Double opt-in is when, after registering via a form, a new subscriber to your email marketing list receives an email asking them to confirm their email address by clicking a confirmation link. It means that users are added to your mailing list only after they confirm the subscription two times.

A double opt-in process is recommended to eliminate mis-typed or fake email addresses, and also to make sure your recipients are really interested in receiving your emails, which will help you get a better email deliverability and higher open rates. Also, even if it’s not mandatory, using double opt-in in email marketing is a great way for marketers to ensure compliance regarding consent under the General Data Protection Regulation (GDPR).

How to set up a double opt-in form

To collect email addresses via a double opt-in process, make sure to use an Email Service Provider (ESP) that offers double opt-in subscription widgets (a piece of code that you can add to your site that renders basic form), and set them up on your website: 

  • Decide if you prefer a registration form directly embedded on your website page, or if you’d rather have the form be opened in a new pop-up window when a button or link is clicked.

  • Set up the basic elements of your widget (such as the email list) where new subscribers will be added to.

  • Define the widget fields that are going to be linked to your custom contact properties. You can collect additional information such as location or gender.

  • Collect explicit consent from your subscribers to comply with the GDPR. For this, include a consent checkbox on the widget that users must check to subscribe to your newsletter.

  • Design your subscription form to fit your website look by changing the colours of each part of the form (text, button, background) and customizing the font. Also design your confirmation email and confirmation landing page. 

  • The last step is to integrate the HTML code of the widget into your webpage. Just copy and paste the code into your website.



By using a double opt-in process, your open rates will be higher as your subscribers will all be real and have proven their interest in your email campaigns.

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“While not mandatory under GDPR, implementing a double-opt is highly recommended. This process is also a way to share with subscribers more information on the privacy policy practiced by the brand.”

Darine Fayed

Head of Legal and DPO




Pro tip

Optimize your confirmation email so it’s aligned with your brand design and tone of voice, and make sure to include a clear call-to-action button to maximize conversions.

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