B2B Double Opt-in is Necessary though not Mandatory

 B2B Double Opt-in: Part of Fulfilling your GDPR compliance

B2B Double opt-in may seem complex, but it isn’t! Shorten your GDPR compliance journey and let your web visitors give you their consent to use their information via opt-in and opt-out options. But is double opt-in mandatory? How does it work? What processes should your organisation follow to fulfill GDPR? Such questions may seem simple but they aren’t.

In a previous post, we’ve presented a B2B plan for GDPR and how it looks like for B2B when it comes to Costs, Plans, and Fines. Apparently, what was confusing for some, is the notion of Double opt-in, opt-in and how to link it to GDPR compliance.

Soon, the way you collect your email marketing will change:  Acquiring consent from your subscribers or individuals to proceed with your GDPR compliance will be necessary. This will protect you, keep your database filtered and save you time. This post describes step by step what is and how to implement this notion of Double opt-in.

What is a B2B Double Opt-in

Single Opt-in

A single opt-in in email sign up refers to the process when a user or a subscriber doesn’t need to confirm that she signed up to your newsletter or service.  In other words, once a user enters its mail address in the join box or the sign up button, the mail address is added to your list.

This new subscriber will instantly start receiving emails from you without any further action.

 B2B Double opt-in

When your prospect has subscribed to your newsletter or your campaign, then this prospect needs to confirm her email address before adding her to your email list to receive the email- communicated from you as below:
1. Your prospect sign up to your offer with her email-address. That is the opt-in.
2. Your prospect needs to confirm its subscription by visiting the mail and confirming the link they have received from you by clicking on it.

This double confirmation (1+2) from your prospects’ subscriptions to your services and the need to have their email details is the double opt-in.

 B2B Double Opt-in Practical Guide:

Remember that your prospects needs simple daily spoken language to understand you and trust you. Using a vague, complex language may turn things upside down and leave you with much fewer contacts, i.e. less conversion. Your consent message needs to be crystal clear, concise and simple for them to understand.

 Practical Examples for Double Opt-in

Example 1, simple:

here comes an example that you may provide when your prospect wants to sign up in its simplest form:

You get this email since you signed up for [SERVICE XXX], to make sure that you are the one signing up, you need to confirm it by clicking the link below:


Example 2, even more legal compliance:

“You agree that [your organisation name] may collect, use and disclose your personal data which you have provided in this form, for providing marketing material that you have agreed to receive, in accordance with our data protection policy [available at link].

Please tick the relevant boxes below if you agree to receive: [boxes]”

Example 3:

You usually should make simple for you prospect during the moment you want them to leave their contacts. You may keep it so simple and elegant such as providing a design like this, however this might be even more useful on the actual signup and confirmation page, rather than your email, since most will not actually see images in emails:


From Double Opt-in to Storing!

Under the GDPR, you shouldn’t throw your caution to the wind and take it for granted. Every single piece of data should be documented and stored for your safety.

In order to fulfill a safe documented process consider these steps below:

  1. You need to keep a record of how you obtained the expressed content.
  2. This includes the Person or individual who gave the consent (Data Subject),
  3. …when this consent was obtained (data, time stamp: The time, day, year, a video…etc.)
  4. And certainly the purpose behind which the consent was given.
  5. The record of the IP address.
  6. The location (i.e. url = website address).
  7. The time.
  8. The confirmation email containing the information you communicated.
  9. Finally but most important is to have a screen capture of the form itself to accept the consent.

B2B Double opt-in and Compliance to GDPR

When you use Double opt-in for your email marketing then you are ensured that your are complying to part of the regulations regarding consent under GDPR.

Why is Double opt-in Important but Not Mandatory?

There are a couple of reasons why Double opt-in is necessary for any business yet not mandatory. When you send out your newsletter or service to prospects who enter their email and subscribe to it (single opt-in), then:

  1. This prospect is interested in receiving offers from you.
  2. When you don’t provide this extra confirmation link, then any person could enter any email address to sign up any other person.
  3. You should realize that only prospects who are genuinely interested in your services  sign up.
  4. You will start to deal with more aware and engaged prospects which saves you time and money.
  5. Your sales journey will become shorter and smoother.
  6. You reduce the amount of spam complaints significantly.

When you use single opt-in email, it may result in more spam and potential banning of your domain name by the major ISPs. Unfortunately, once you are on an email blacklist, it can take some time to be removed from it.

After Double Opt-in?

There is no right or wrong answer when it comes to opt-in or double opt-in email. Make the list and the process engaging enough for your prospects or subscribers to follow through their subscription request. You, yourself can determine what type of opt-in you want to use. However, it is not a permanent decision and you can always change it.

Gain your prospects’ consent and Trust

When it comes to GDPR,  no one can afford to miss the boat. To be on the safe side, the whole point with opt-in is to attract subscribers who are fully interested in what solution you provide and are fully aware of what you offer and why you offer it. You’ll need to weigh your business goals about list growth, customer ease, and protect your list quality and sender reputation.

I would be happy to receive your comments and input! GDPR is certainly the hot potato of the moment and all you need is to follow guidance in order to fill in another bit of the puzzle.

More is coming on GDPR next time! Stay tuned to get more explanation on the finer nuts and bolts of the new GDPR law and join us to our step by step webinar on GDPR for B2B.

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