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- šØ No more double opt-ins!
šØ No more double opt-ins!
See what the largest and most successful newsletters on the planet use for opt-in.
Chris Miquel
January 15, 2025
Everyone who sends out newsletters please listen to me.
Donāt ever require a double opt-in for your email list.
THERE IS NO LAW OR REQUIREMENT THAT YOU MUST USE DOUBLE OPT-IN ON SUBSCRIBERS TO YOUR EMAIL LIST!!!
If you donāt believe meā¦
I wrote about it back in Juneā¦ here šš¼
And I decided to run a little experiment to prove to you that all the largest and most successful newsletters on the planet donāt use double opt-in either.
The Experiment
I created a seed email address [email protected] and used it to subscribe to 25 of the largest and most popular newsletters out there.
Including Morning Brew, The Hustle, Daily Skimm, 1440, TLDR, James Clear 3-2-1, and more.
All I did was register on their website and thatās it:
I DID NOT open a welcome email.
I DID NOT click to confirm my subscription.
Welcome emails received and did not open
I waited 2 weeks to see who would start sending me additional emails.
The emails started coming in the next day, and have continued be sent.
Emails from today from different newsletters
The Results
The results are exactly what I predicted and may š® shock you or maybe not.
Out of all the newsletters I subscribed to 84% of them Do Not Use Double Opt-In as you can see below.
Newsletter | Sending |
1440 | YES |
Morning Brew | YES |
TLDR | YES |
James Clear 3-2-1 | YES |
Food Talk | YES |
The Good Trade | YES |
Daily Skimm | YES |
Vox | YES |
The Future Party | YES |
ProPublica | YES |
The Know | YES |
What A Day | YES |
The Daily Upside | YES |
The Newsette | YES |
The Donut | YES |
The Pause | NO |
The 19th | YES |
Hitha Palepu | NO |
Atlas Obscura | NO |
Downtime | YES |
The Gist | NO |
Culture Study | YES |
Positive Donut | YES |
The Hustle | YES |
I started receiving emails from most of the newsletters without ever confirming I wanted to be on their list.
Why do you ask?
Because thatās how you grow a large newsletter list.
As long as you are following best-sending practices and setting up proper sending segments any subscribers that donāt want to receive your emails will automatically fall off the list.
What should you do now?
If you have double opt-in turned onā¦ go turn it off immediately.
Let your content engage your subscribers and not a little link or button in a verification email.
If you want to still send a welcome email go ahead.
Let them know who you are and what they are going to get.
Tease the experience.
Just donāt make them click a link to confirm signup or they might never see your newsletter again.
Just opt-in once,
Chris Miquel
Co-Founder of SoVi Digital
Follow me on Twitter: @miqchris
and on LinkedIn: chrismiquel
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