sebastian lochbronner

Double Opt-in

There are currently 3 different opt-in Registration procedure for advertising contact: Single Opt-in, Confirmed Opt-in and Double Opt-in. If a user wishes to receive information or advertising, he must expressly agree to this in a registration and thus consent to the use of his data. Opt-in here means to choose or decide for something.

At Single opt-in the customer data is forwarded to the newsletter tool, whereby the e-mail recipient is automatically saved in the newsletter distribution list. Here suffices for registration one click on the subscribe button.

At Confirmed Opt-In becomes after registration an automated confirmation e-mail (Confirmation) is sent. This e-mail also contains a link that the user can use to unsubscribe from the newsletter.

When subscribing to newsletters or company information, the Double Opt-in  (DOI) the most elaborate, but one legally recognized method. The user receives with this "double accession" additionally a Email with a link that he must click as confirmationto be able to subscribe to a newsletter. This can be a simple reply email or it can require a check mark on a landing page. Once the recipient has confirmed a second time that they wish to subscribe to the newsletter, they are added to the mailing list.

The Double Opt-in is intended to Protect consumers from spam, as sending unsolicited commercial emails is not allowed.

Is double opt-in mandatory?

In the area of advertising law, there have been new regulations in recent years to prevent unwanted advertising. Consumers are increasingly annoyed by the growing flood of spam on the Net. Thus Companies and online merchants are encouraged to ensure that emails are not sent without the recipient's informed consent. In the meantime, violations can result in high warning costs.

Here offers the Double Opt-in a legally secure method to be able to prove consent for sending newsletters beyond doubt. Only the owner of the email address can click the link in the confirmation email. No user can complain about receiving unsolicited advertisements. If the  Double Opt-in Mail does not contain advertising, it cannot be declared as unsolicited advertising.

In the area of online marketing, we recommend Double Opt-inbecause, in addition to the improved legal situation, it is also more likely that a user will actually read a newsletter if he or she has deliberately requested it.

Note: This information does not constitute legal advice, nor are we authorized to give such advice. In case of doubt, please always seek advice from a specialist lawyer.

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Sebastian Lochbronner
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