The biggest advantage of the double opt in process regarding newsletters and e-mails is obvious: practically full legal certainty. Why not 100% legal certainty? This only exists if you also take the structure of the confirmation e-mail into account because this has to follow certain rules (see below):
A further advantage: the two-stage confirmation shows that the recipient is definitely interested in receiving e-mails and newsletters from the company. If a user receives unwanted e-mails in their inbox, it could have a negative effect on the way they view your business. The business could suffer if their e-mails are seen as spam.
Many marketers see confirmation e-mails as disadvantageous. It’s an extra hurdle to overcome in order to get another contact on board. The recipient may change their mind or forget to click on the confirmation link. A popular method to ensure that the recipient confirms the subscription is by offering them coupons or discount codes which can be used once the confirmation has gone through.
Implementing this technique requires high administrative and technical effort. There are professional newsletter software solutions available that make it easy for you to enable a double opt in function in your e-mails.