Confirming subscriptions.
WHAT IT IS
After someone submits the form, they receive a message asking them to confirm. Only then are they added.
WHY IT IS WORTH THE FRICTION
It confirms the address is valid and reachable It confirms the person actually wanted this, rather than a mistyped or maliciously entered address It produces a record of consent It keeps your list clean, which protects deliverability
WHAT IT COSTS
Some people do not confirm. Your list grows more slowly.
Those people would mostly not have engaged anyway.
THE ALTERNATIVE
Single opt-in, where submitting adds them directly.
Faster growth, more invalid addresses, more complaints, and weaker evidence of consent.
WHAT I WOULD RECOMMEND
Double opt-in. The list is smaller and better, and deliverability is materially affected by list quality.
THE CONFIRMATION MESSAGE
Short, clear, with one obvious link. Explain what they are confirming.
Some will land in spam; mentioning that on the signup page reduces confusion.
