Single Opt-in (SOI) refers to a subscription process where you add a new email address to your mailing list without requiring the email address owner to confirm that they opted in knowingly and willingly. SOI differs from double opt-in (DOI), which adds a new email to your mailing list only after the email address’s owner confirms that they want to opt-in by clicking a confirmation request link sent to their email after they opt-in via a form or checkbox.
Companies that use a single opt-in prefer it to DOI because it maximizes list growth and general performance by reducing signup barriers and chances of errors. Hence, a company can grow its email list quicker than they do with DOI.
Besides the speed of growing your email list, the SOI process is simpler because it only requires the user to input their email address once. DOI also has its many advantages, so you should weigh both options when setting your email marketing campaign.
