Double opt-in confirms that every contact wants to receive your emails. After filling out a Signup Form, they receive a confirmation email and become subscribed only after clicking the link.
This guide explains the benefits of double opt-in and how to enable it in your Omnisend account.
Before You Begin
Double opt-in applies to email subscriptions only. If you create a form with SMS opt-in only, the double opt-in option will not work.
This feature is available only for Omnisend Signup Forms. If you are using a third-party app for signup forms, you need to set up alternative double opt-in.
How Double Opt-In Works
Double opt-in is a feature that helps ensure your subscriber list contains only valid contacts. When enabled, a contact is added as a subscriber only after they click the confirmation email sent when they subscribe through your Omnisend Signup Form.
The diagram below shows how double opt-in fits into your Welcome Automation:
Benefits of Double Opt-In
Double opt-in keeps your subscriber list clean and ensures no invalid email addresses or spam bots appear. With single opt-in, all email addresses are added immediately, including typos, fake addresses, and low-quality contacts. Double opt-in acts as a second layer of confirmation that the email address is valid and can receive your campaigns.
Key benefits:
Protects against spam bots, email scams, and fake subscribers.
Ensures valid email addresses and stores a record of subscriber consent (required in some countries).
Improves open rates and reduces bounce and unsubscribe rates by maintaining a higher-quality list.
Comes at no additional cost as confirmation emails do not count toward your monthly email limit.
Setup Process
Double opt-in is optional in Omnisend. You can enable it for all Signup Forms or decide on a per-form basis. We recommend enabling it to maintain list quality.
Step 1. Enable Double Opt-In
Open your form and go to Behavior settings → Audience management → Toggle Enable double opt-in.
Step 2: Customize the Confirmation Email
Once enabled, select Set up double opt-in content to edit the verification email.
In the Email section, you can edit:
Subject line. Keep it clear and easy to understand for subscribers expecting a confirmation message. The default text is “Please confirm your subscription!”
Sender’s name. We recommend using your company name so subscribers can easily recognize the email in their inbox.
Verified sender’s email. Using a sender email address matching your custom sender domain is strongly recommended.
Email headline. Edit the main headline displayed in the email body. The default text is “Confirm your subscription.”
Email content. Inform subscribers that one additional step is required to complete the signup. You may also include instructions for recipients who received the email by mistake. The default text is “If you received this email by mistake, simply delete it. You won’t be subscribed if you don’t click the confirmation link above.”
Confirmation button. You can customize the text displayed on the confirmation button. The button itself cannot be removed, as clicking it is required to add the contact as a subscriber.
Once your email is set up, you can preview it on both desktop and mobile devices.
Note: Your brand assets (fonts, buttons, and logos) are automatically applied to the verification email and confirmation page. If brand assets are unavailable, default styling is used.
Step 3: Customize the Confirmation Page
After contacts click the confirmation link, they're redirected to a confirmation page.
You can choose to:
Use the pre-built confirmation page (customize headline and content below)
Redirect contacts to a custom page on your website (add URL under Link to)
If you select to use the pre-built confirmation page, you can adjust the following:
Page headline. Adjust the headline displayed at the top of the confirmation page. The default text is “Subscription confirmed!”
Page content. Edit the main message shown on the page. We recommend confirming that the subscription was successful. The default text is “Your subscription has been confirmed. Thank you for subscribing!”
Show website button checkbox. Enable a button that links to a specific page on your website. Once enabled, you can customize the button label and destination URL. You can link to any page on your site and optionally add UTM parameters or use shortened URLs for tracking purposes.
Once done, preview your confirmation page on desktop and mobile before clicking Finish.
FAQ
Will my welcome automation send before or after the double opt-in confirmation?
Your welcome automation (triggered by "Subscribed to Marketing") sends only after the contact clicks the confirmation link. This ensures discount codes and welcome offers go only to verified subscribers.
Can I edit the design or remove the address from the double opt-in email?
No. The double-op-in email uses a fixed template automatically styled with your Brand Assets. You can edit the subject line, sender name, headline, and body content, but you cannot change the layout or remove template elements. The footer address comes from Store settings → Store information.
Does double opt-in work with Shopify checkout or third-party forms?
No. Double opt-in only works for Omnisend Signup Forms (popups, embedded forms, landing pages). Subscribers collected through Shopify checkout, WooCommerce, or third-party forms will not receive a confirmation email. For these sources, set up Alternative Double Opt-in
What happens if a contact never clicks the confirmation email?
When a contact submits a form with double opt-in enabled but doesn't click the confirmation button, no contact profile is created in your Omnisend account. To be added to your Audience, they must confirm their subscription.
Does the confirmation email expire?
Yes. The double opt-in confirmation email expires 30 days after it's sent. If the contact doesn't click the confirmation button before then, they'll need to submit the form again to receive a new confirmation email.
Have any additional questions? Feel free to contact us at [email protected] or via in-app chat.