Should I use a double opt-in for my email popup form on Shopify?

Expert answer · sourced from 8 podcast episodes

Short answer

You should almost always use a single opt-in for your Shopify popup. While double opt-in improves list quality, the drop-off in subscribers usually isn't worth it when you're focused on growing your customer base as quickly as possible.

TL;DR

No, you should stick with a single opt-in for your email popup. Adding a confirmation step (double opt-in) creates friction that will noticeably shrink the number of people who actually join your list, which defeats the point of the popup in the first place.

The whole game with popups is to make signing up as easy as possible. On Ecommerce Coffee Break, Soma Toth talked about the power of "one-click opt-ins" because customers hate extra steps and typing. Your goal is to capture the email with minimal effort from the user. Requiring them to go to their inbox and click a confirmation link is a major hurdle, and you'll lose a lot of legitimate, interested subscribers who simply don't complete that second step. This hurts your ability to grow your list quickly.

The only real reason to consider double opt-in is for list hygiene and improved email deliverability. On another episode of the same show, host Claus Lauter made the point that double opt-in ensures you're getting real, confirmed email addresses, which weeds out typos or people using fake emails just to get a discount code. This leads to a smaller, but potentially more engaged, list. For most stores, however, the faster growth from a single opt-in is far more valuable. You can always clean your list later.

Cited episodes (8)

  1. Ecommerce Coffee Break — How to Boost Ecommerce Revenue with Email Marketing and Community Empowerment | #203 Nathan Abbott cover art
  2. Ecommerce Coffee Break — How To Grow Your List Faster Than Any Competitor — Soma Toth | Why Top Shopify Brands Use Welcome Popups, How Popups Boost Revenue By 10–20%, What Makes A Strong Popup Discount Offer, Why One-click Opt-ins Increase Signups, Why Tech Beats Design (#404) cover art
  3. Honest Ecommerce — 3 Segments to Model Your Customer’s LTV | Will Laurenson | Customers Who Click cover art
  4. Ecommerce Coffee Break — Open Rates are Dead! Email Marketing is changing | #023 Claus Lauter cover art

    Open Rates are Dead! Email Marketing is changing | #023 Claus Lauter

    #4 · Ecommerce Coffee Break · with Claus Lauter

    Claus Lauter gives the counter-argument, explaining why double opt-in improves list quality and deliverability.

  5. Ecommerce Coffee Break — What's the one thing you wish you'd known before you started your Shopify store? | #006 Claus Lauter cover art
  6. Shopify1Percent — Shopify Email Expert: "37% of Revenue Comes From Just 2% of Emails Sent" - w/ Greg Zakowicz @ Omnisend cover art
  7. Honest Ecommerce — Make More Money on Shopify | Kurt Elster | Shopify cover art
  8. Ecommerce Coffee Break — Why Most Shopify Stores Fail at Conversion Optimization (And How to Fix It) — Marta Rogach | How Customer Behavior Boosts Conversions, Why Mobile Optimization Matters, Why personalization increases sales, How A/B Testing Improves UX (#327) cover art

Voices that come up across these episodes

Ask your own question

Get a personalized answer pulled from 14,369 ecommerce podcast episodes.

Ask a question →

More answers