When setting up a new Subscriber List, you have the option of creating either a single or double opt-in list. The type of list you should choose depends on the quality of the list you require as well as the quantity of subscribers you are hoping to attract.

Single Opt In

Single opt in means that as soon as a subscriber completes a subscriber form, they are automatically added to that Subscriber List. No additional confirmation is required.

Double Opt In

Unlike single opt in, double opt in requires your subscribers to validate their email address before being added to your subscriber list. When a new subscriber completes the subscribe form on a web site, an email is immediately sent to the supplied address containing a verification link. To complete their subscription, that person must click the verification link.

The type of list you select for each client completely depends on your requirements. Listed below are some of the advantages and disadvantages of using double opt-in Subscriber Lists:

Advantages

1. While it does not eliminate them completely, double opt in reduces the probability of spam complaints. Related to this, you won't get people subscribing their friends to the list without their knowledge. The confirmation process will help to ensure that people are only subscribed with their consent.
2. You will have a cleaner list because people have to use their real email addresses in order to confirm their subscriptions. This also eliminates misspelled addresses or those with typos.
3. Potentially more responsive subscribers. Those who are genuinely interested enough to confirm their subscriptions may also be more inclined to respond to your campaign or newsletter.

Disadvantages

1. You may lose a number of potential subscribers because people may not bother to confirm their requests.
2. Potential subscribers who genuinely want to receive your newsletter may not understand the confirmation process.

You can also customize the single and double opt-in process by selecting the URL of any confirmation pages and modifying the contents of the verification email.

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