There are several benefits to using a double opt-in subscription process.
1. Reduced hard bounces Double opt-in confirms that new addresses are valid and they belong to the person who completed your sign-up form.
2. Improved engagement On average, emails sent to double opt-in subscribers receive twice as many clicks and generate fewer unsubscribes than emails sent to regular opt-in lists.
3. Improved deliverability When signing up for your emails, the subscriber is told to look for a confirmation email from you. If they don't see it their inbox, they'll check their spam folder. When clicking the confirmation link, most will also move this message out of spam ensuring your future messages will reach their inbox. Learn how to setup a subscription form using a double opt-in process here.