Explaining contact opt-in types


Each of your contacts has an opt-in type, which is a data field that shows you whether or not your contacts confirmed that they wanted to opt into your messages.

To find and change a contact's opt-in type, go to Contacts > My contacts and click the name of an address book.


Contacts can have one of the following four different opt-in types:

Opt-in types


When you either bulk import contacts or individually add contacts to your address books, these contacts have an unknown opt-in type by default.

If contacts have an unknown opt-in type, it's your responsibility to make sure that you can legally hold their details. This opt-in type means that we don't know how these contacts have been sourced or if they willingly opted into your campaigns. Although our Data Watchdog checks that your address books are clear from problematic data, it's your responsibility to make sure that you send emails only to contacts who've opted in.

If you send unsolicited emails, you expose yourself to complaints from anti-spam authorities, which could block list you. Block listing affects both your reputation and deliverability rates and our reputation and deliverability rates.


A single opt-in type means that when contacts opted in to receive your campaigns, they weren't asked to confirm their email address (known as double opt-in).

We don't recommend single opt-in because anyone could opt into your campaigns on behalf of a contact. As a result, you could send unsolicited emails to these contacts and risk spam complaints. 


A double opt-in type means that before contacts can receive your campaigns, those contacts must click a link in a confirmation email that you send them after they opt-in. When contacts click this link, you know that the email address that those contacts provided belongs to them.


Unlike the verified double opt-in type, we don't send the confirmation email for a double opt-in type. We leave this up to you to send, and we rely on your honesty in changing contacts' opt-in types to double opt-in only if it's true.

If contacts contest their double opt-in type, then you need to have a record of it. We don't keep records of double opt-in types because we don't send the confirmation emails.

Verified double

A verified double opt-in type means that before contacts can receive your campaigns, those contacts must click a link in the confirmation email that we send them after they opt-in.

You can set up and customise the confirmation email that we send to contacts who have a verified double opt-in type.

If you change the opt-in type to verified double opt-in for contacts who are already in your address books, we remove them from all of your address books until they click the confirmation link in the email that we send them.

Note: We recommend using verified double opt-in if you want to follow best practice. If you always want new contacts to have a verified double opt-in type, you can enable verified double opt-in by default.

Significance of opt-in types

Opt-in types can show you how engaged your contacts are. For example, if contacts have a verified double opt-in type, then they're more likely to be interested in receiving your campaigns because they've taken the time to not only opt-in but also to open the confirmation email and click the link.

Verified double opt-in is the best practice for adding contacts to your address books. If you receive any unfair spam complaints, verified double opt-in gives you proof that a contact opted in because we keep that proof in our records.

If contacts complain or query their subscription and opt-in type, you can go to the 'Manage contact' page to find their last subscribed date as well as their opt-in type.


Editing a contact's opt-in type


If you change your contacts' opt-in types to verified double, we send them a confirmation email. The opt-in type of those contacts will change only after they click the link in the confirmation email.

  1. Go to Contacts > My contacts
  2. Find the contact in the appropriate address book, and click the icon in the 'Edit' column
  3. Mouse over the 'Opt-in type' tile, and click the opt-in type link
  4. In the 'Edit' side panel, click on the link under 'Opt-in type'
  5. In the 'Opt-in type' side panel, choose the appropriate opt-in type and click Apply

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