Double opt-in requires customers to click a link in an email to confirm that they want to receive email and SMS marketing from you. The confirmation email is sent automatically when someone enters their email address and subscribes in your online store. In some countries, double opt-in is required by law, and it's also a best practice when it comes to acquiring more engaged subscribers. Customers who subscribe to your mailing before you enable double opt-in are not required to confirm their status.
You need to have the Online Store sales channel installed in order to enable double opt-in.
You can customize your double opt-in email by clicking Settings > Notifications in your Shopify admin. For legal reasons, this email should not contain any marketing.
If you enable double opt-in, then you should update the newsletter form's confirmation message in your online store so that customers know to check their email for a follow-up confirmation. Updating the confirmation message can help ensure more opt-ins. For example, your confirmation message could say something like “Check your email to confirm your subscription!”.
You edit the confirmation message in your Shopify admin by going to Online Store > Themes > Edit Languages. Depending on your theme, the field is labeled either Confirmation under the Newsletter form section, or Post success under the Sign up section.
Steps:
In your Shopify admin, go to Settings > Notifications.
In the Email double opt-in section, check Require customers to confirm their subscription.
Email marketing glossary
When you're researching or preparing email marketing, you might encounter some of the following terminology:
A/B test - an experiment where two or more versions of an email are sent to determine which version performs better
Abandoned checkout email - automated email reminders sent to a customer who begins checkout, but doesn't complete the purchase
Customer relationship management (CRM) - software used for managing interactions with customers and potential customers
Call to action (CTA) - a button or piece of text prompting a visitor to take a specific action, such as a Subscribe button in a newsletter sign-up form
Click-through rate - the number of people who click a link compared to the total number of people who view the link
Email campaign - an email or sequence of emails with a specific theme
Email service provider (ESP) - a company that provides email marketing software
Google Analytics (GA) - a tool created by Google that's used for measuring traffic and conversions on your website
Lifecycle marketing - emails sent to a customer based on where they are in the customer journey, such as an email containing a VIP discount for customers who make a high number of purchases
Open rate - the percentage of emails opened by recipients compared to the total number of recipients
Opt-in - a specific call to action for joining a mailing list or agreeing to a service
Subscriber - people who have agreed to be contacted by you or receive marketing from you
Recency, frequency, and monetary (RFM) analysis - data that you collect to understand the recency (how recently the customer made a purchase), frequency (how often the customer makes a purchase), and monetary value (how much money the customer spends on purchases) associated with each of your email subscribers
Return on investment (ROI) - the ratio of the gain from an investment relative to its cost
Segment or segmentation - using criteria to separate customers into smaller groups, which you can use to create more targeted email content
Targeting - breaking a market into segments and then concentrating your marketing efforts by sending tailored content
Welcome email - an automated email that's used to start building a relationship with a potential customer who signs up to your mailing list