Industry terms

Double opt-in

Double opt-in means someone signs up and then confirms by clicking a link in an email, which proves the address is real and theirs.

Also called: confirmed opt-in, DOI

By Aulto · Last reviewed 23 Oct 2026

Why add a second step?

It keeps typos, fake addresses and people signed up by someone else off your list, which protects your sender reputation and your inbox placement.

Some. The list you keep is smaller but more likely to open and act. Many senders use it for newsletters and skip it for one-off reminders.

A fan enters their email for tour updates and gets "Tap to confirm". Until they tap, they don't get the updates.

Opt-in
An opt-in is a person's clear permission to receive your messages, like ticking a box or entering their email to get updates.
Owned audience
An owned audience is the people you can reach directly, like your email list or opted-in WhatsApp contacts, without depending on a platform's algorithm.
Open rate
Open rate is the share of delivered emails that were opened, usually tracked with a tiny invisible image in the email.
Deliverability
Deliverability is how reliably your emails land in people's inboxes, rather than spam or not at all.

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