Every contact in any of your contact list(s) has an 'opt-in type'.

'Single Opt-in' is the default subscription type when creating contacts lists. 

If you want to change it all you need to do is select double opt-in when creating a new contact list.

At the Contact List page you can not only see what the opt-in type for the contact list is but also change it by ticking/unticking the Double Opt-in box under List Settings.

N.B. If your contact list was created as a single opt-in and you've changed the opt-in type from here be advised it will not affect the contacts already in your list. However, every new contact upload - being it manually or From File - will lead you to the match data fields page where you must ensure the tick box for sending the opt-in confirmation is ticked in order for each new contact to verify their desire to be on your list. By default the 'send opt-in confirmation emails' is ticked. Also, keep in mind the 'list size' counter will be reset and will only represent the number double opt-in contacts. 

By navigating to Contacts > Contact Lists > Select list > Browse Contacts you can not only see the list type and opt-in confirmation date but also resend the opt-in email just in case the recipient(s) missed it.

There are two opt-in types that a contact can have assigned to them - 'Single' and 'Double'.

Single - this contact has opted in via a signup form, or you've told us they've done the equivalent;
Double - this contact has opted-in and confirmed their subscription via an email sent by us.

As we've mentioned, the default opt-in type is ‘Single’. However, we recommend ‘Double’.

Keep reading and you’ll see why!

The significance of opt-in types
Opt-in types give you an indication as to how engaged your contacts are likely to be. If a contact has a ‘double' status, for instance, then the likelihood is that they're truly interested in hearing from you, as they've taken the time to not only sign up but also open the verification email and click the link.

Double' also gives you reassurance. Double opt-in is best practice for adding contacts to your contact list, guarding you against unfair spam complaints as you'll have a record of it.

More on the different opt-in types

This status means a contact has signed up to receive emails via one of our signup forms.

However, there is still a drawback to this. It means people could sign up on behalf of friends, family and other acquaintances, as long as enough details are known about them. Although unfortunate and unfair, this could possibly result, again, in unsolicited emails being sent to such contacts and complaints to anti-spam authorities being made about you. It is certainly something to be wary and mindful of.

Double opt-in means not only have someone signed up to receive your email but you have also then sent a confirmation email containing a verification link for them to click. By clicking this, the recipient confirms the email address really does belong to them, at which point they will be able to receive communications. This is widely regarded as the most effective way to ensure you're observing best email marketing practice.

The key difference here is that we can completely verify it because the double opt-in has been performed using our system. The contact will have joined your contact list via one of our signup forms and will have verified this by clicking on the link in the triggered email that's then sent to them.

In terms of the system, setting a contact's opt-in type to 'double' indicates that they have gone through this process, albeit on a separate system to ours. This is useful, for example, if you are importing contacts that have double opted-in from another system that you had previously been using.

We leave this up to you to apply, and in all cases, we rely upon your honesty in using it; otherwise, it is your and our reputation and deliverability rates that will be adversely affected.

Remember - if a contact complains and contests their double opt-in status, then you will need to have a record of it yourself. We won't have a record because it wasn't done via our platform.

You can set up double opt-in for subscribers using a signup form, as well as setting it as a requirement for contacts already in your contact lists. Doing this will automatically send a double opt-in request to the contact.

If a contact complains or queries their subscription and opt-in type, the ‘Subscribers’ page also stores their last subscription date as well as their opt-in type, all of which can be useful to establish the facts.

We strongly recommend using double opt-in verification if you want to ensure you're properly observing what is considered to be the minimum in email marketing best practice.

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