Double opt-in is an email subscription process that requires users to confirm their consent twice: first by signing up, and then by clicking a verification link. It’s a best practice for ensuring list quality and compliance with global privacy laws.
For B2B marketers, double opt-in prevents spam traps and ensures that only genuinely interested contacts enter nurture programmes. Though it may slightly reduce initial list size, the result is higher engagement, deliverability, and trustworthiness across all communications.
