When collecting consent, it’s crucial to verify that you are dealing with real and engaged people. In this lesson, you will learn what double opt-in is and why it is important to your overall list health.
Protect your list quality with double opt-in
Picture this: you spend good money on a concert ticket but when you arrive at the venue, the security crew isn't checking anyone's ticket. They're just letting anybody walk through the entrance without validating that they actually bought a ticket or are authorized to be there. This could lead to a big crowd that is totally out of hand, who aren't even interested in watching the headliner. This degrades the experience for everyone involved.
Your email list is no different. In fact, you are paying to have emailable contacts in your Klaviyo account. So why would you want to pay for bot emails, misspelled, or otherwise invalid addresses? Invest your resources in building a high-quality contact list who wants to hear from you by using double opt-in.
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Klaviyo lists have double opt-in enabled by default. You can switch a list to single opt-in if your business has a specific use case for it, but we do not recommend disabling double opt-in without one.
Check your understanding
Match each list-quality risk on the left to the way double opt-in addresses it. Select a risk, then select the matching explanation. You can retry as many times as you need.
Risk
A real person mistyping their email address on your form
Spam bots flooding your sign-up form with false emails and phone numbers
Getting caught in an invalid-address spam trap
Low engagement damaging how inbox providers judge your sending domain
Paying for emailable contacts who never wanted to hear from you
How double opt-in addresses it
A list of confirmed, interested subscribers engages at a higher rate, which protects your deliverability
A bot never clicks the confirmation link, so the fake address never joins your list
Every profile on the list actively confirmed that they want your messages
The confirmation message never arrives at the mistyped address, so it stays off your list
Only verified, deliverable addresses make it onto the list, so there is nothing to trigger the trap