Using double opt-in subscription with Ometria forms

A double opt-in is an extra step when the contact signs up to receive email marketing:

The contact submits the subscription form and receives an email link which they need to click to verify their subscription.

Ometria supports double opt-in for any of your Ometria-based subscription forms.

This can be enabled on a per form basis and is available through Ometria forms only. 

The contact is added to your database when they submit the form, but they are only subscribed ("marketing_optin": "EXPLICITLY_OPTEDIN") once they've clicked the verification link. 

Setting up double opt-in

To use double opt-in you need to use an Ometria form and a double opt-in email template.

Submit a request to the Support team asking them to:

• set up a form,
• switch on double opt-in, and;
• raise an HTML request for a double opt-in email template (if you don't already have one).

Why use double opt-in?

Double opt-in is considered best practice because it makes sure that contacts really want to receive your emails.

Double opt-in stops spam email addresses or impersonated subscriptions from making it into your email flow.

Using double opt-in also protects your deliverability by making sure there are no bounces, complaints or unsubscribes as invalid addresses and stolen email addresses are eliminated before the contact can become a subscriber.

How it works

Once everything is set up, a contact can go to your site and signup to receive marketing email from you via an Ometria form.

The double opt-in email is sent straight away, but the contact can't enter any automation flows (e.g. welcome campaigns) until they have verified their sign-up by clicking the link in the email.

This means you might want to add an entry wait node to your welcome campaigns to give contacts time to respond to the double opt-in email.

It might also be useful to include onsite messaging alerting contacts to the fact they’ve been sent a double opt-in email.

CSV uploads don't trigger double opt-in emails, so if you are using double opt-in for your subscriptions you should select 'Unchanged' as the Subscription mode and then use the changed segment membership trigger to enter those contacts in your double opt-in campaigns.