Single or double opt-in?

20% - 40% of folks don't confirm their email address when it comes to double opt-in.

But it doesn't mean double opt-in is bad.

You get higher quality subscribers since they need to undergo a 2-step process — enter email to form & click confirmation link — before they’re added.

Deliverability, open, click, bounce, and spam rates are better too.

Downside is you get less subscribers.

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However, single opt-ins have its pros too.

More subscribers are added to your list, since there is no confirmation.

They are added instantly the minute they enter their email address and submit the form.

The cons for single opt-ins are:

Lower quality subscribers since it’s only a 1-step process.

Deliverability, open, click, bounce, and spam rates are not as good as double opt-in.

I use double opt-in when building my email list.

What about you? Single or double opt-in?