How do I set up and manage Confirmed Opt-In?

Confirmed Opt-In (also called Double Opt-In) adds a verification step to your email signup process: instead of automatically adding someone when they check a box, you send them a confirmation email and only add them to your list after they click the link. This article explains how Confirmed Opt-In works, what confirmation statuses mean, and how to manage them in Targeted Email.

Step 1: Understand how Confirmed Opt-In works

When Confirmed Opt-In is enabled on a form:

1. A supporter submits the form.

2. They receive a Subscription Confirmation email asking them to verify their subscription.

3. If they click the confirmation link, their status changes to Confirmed.

4. Only then are they included in your email sends.

If they don't click the link, they remain in a pending state and are excluded from marketing sends, even if their subscription status shows as Subscribed.

Why use Confirmed Opt-In?

• Higher engagement — Confirmed subscribers explicitly chose to hear from you, making them more likely to open and click.

• Express consent — Many regulations (including GDPR and CASL) emphasize explicit consent. Confirmed Opt-In provides a clear, auditable trail.

• Stronger reputation — Reduces spam complaints and ensures you're not adding mistyped or invalid addresses to your list, keeping your domain reputation healthier over time.

Step 2: Learn the Confirmation Statuses

Every email address in your database has a Confirmation Status field. Understanding what each status means helps you manage your list accurately.

Important: If a contact has multiple email addresses, each address has its own confirmation status independently.

Step 3: Set up your Subscription Confirmation email

Before enabling Confirmed Opt-In on your forms, make sure your Subscription Confirmation email is configured.

1. In Targeted Email, navigate to Settings → Subscription Confirmation.

2. Customize the confirmation email — the subject line, sender name, and body copy can all be edited.

3. Make sure the confirmation link is prominent and clearly labeled (e.g., "Yes, subscribe me").

4. Save your changes before enabling COI on any forms.

Once configured, the confirmation email will trigger automatically whenever a new supporter submits a COI-enabled form.

Step 4: Manage Confirmation Statuses

You can update confirmation statuses in three ways depending on your needs:

Automatic New supporters who submit a COI-enabled form go through the confirmation flow automatically, no manual action required.

Manual (individual contact) From a contact record, set the confirmation status to Pending to trigger a new confirmation email for that address. The email will be sent within one hour.

Bulk Apply To update statuses across many records at once:

1. Navigate to the Email Address Status Report.

2. Filter to the addresses you want to update.

3. Select Report Actions → Export & Apply Bulk Action.

4. Choose the status you want to apply (e.g., mark staff addresses as "Confirmation Not Needed").

Important limitation: You cannot use Bulk Apply to change addresses from Pending to another status, or from Sent – Not Confirmed to another status.

Step 5: Monitor your Confirmed Opt-In pipeline

After enabling Confirmed Opt-In, it's worth checking periodically that your pipeline is healthy.

• Use the Email Address Status Report to see the distribution of confirmation statuses across your list.

• A large number of Sent – Not Confirmed addresses may indicate your confirmation email is landing in spam or isn't compelling enough to click.

• Consider adjusting the subject line or copy of your confirmation email if click-through on confirmations is low.

• Addresses stuck in Pending or Sent – Not Confirmed are excluded from all sends, so they won't count toward your deliverable audience until confirmed.

What else do you need help with?

• Navigate back to the Email Deliverability Index.

What is Confirmed Opt-In in EveryAction? | How do I enable Confirmed Opt-In on a form in Targeted Email? | What does "Sent – Not Confirmed" mean in EveryAction? | Why isn't a subscribed contact receiving my emails? | How do I set up a Subscription Confirmation email in Targeted Email? | How do I bulk update confirmation statuses in EveryAction? | What is the difference between Pending and Confirmed status in EveryAction?