Email

Set up double opt-in for marketing emails

Last updated: July 16, 2018

Applies to:

Marketing Hub: Basic, Pro, Enterprise

Double opt-in offers an extra confirmation step to verify each email address added to your contact database. When this setting is enabled, contacts who submit a form receive a follow-up email with a link to confirm their email subscription.

This article explains how double opt-in works, and how to enable and use the double opt-in feature in HubSpot.

How double opt-in works in HubSpot

  • If the double opt-in feature is disabled at any point, any contacts created during the time it was enabled will become eligible for email.
  •  If your form already includes a follow-up email, contacts will be sent the follow-up email once they've clicked the link in the double opt-in email to confirm that they'd like to opt in.
  • Double opt-in settings are specific to the email address submitted on the form. If the primary email address on a contact record changes, the subscription settings won't carry over. If you need to revise the email address of a contact, be sure to update their subscription types on the contact record.
  • If you have enabled General Data Protection Regulation (GDPR) functionality in your account, please note that clicking through the double opt-in confirmation email will opt a contact into all your subscription types.

How double opt-in impacts your existing contacts

  • When double opt-in is enabled, contacts who have not confirmed opt-in will be dropped from marketing emails. This includes new contacts who filled out a form and do not click the confirmation link in the double opt-in email, as well as existing contacts who have never received a HubSpot marketing email. 
  • Contacts who were sent marketing emails from your HubSpot account before double opt-in was enabled will be considered confirmed and remain eligible to receive emails from you.
  • Contacts created from an email sent with the HubSpot Sales Chrome extension or HubSpot Sales Outlook add-in will need to confirm their subscription before being included on marketing emails. These contacts will remain eligible for sales emails sent from the contact record.
  • Once you have the double opt-in feature enabled, you can manually send an opt-in email to an unconfirmed contact from their contact record. Clicking Actions under the contact name at the top of the profile, then select Send opt-in emailIf the contact has already confirmed their subscription, this opt-in email will not be sent.

Please note: manually sending an opt-in email will not work for unsubscribed contacts, as it would be a violation of CAN-SPAM laws.

Set up double opt-in for marketing emails (Marketing Hub Basic, Professional, or Enterprise subscriptions only)

  • In your HubSpot account, click the settings icon settings in the main navigation bar.
  • On the sidebar menu, navigate to Marketing Email, then click the Subscriptions tab.
  • Before you enable this feature, click Publish opt-in email to customize the email that will go out to customers after they submit a form.
    1. In the email editor, click Edit details to customize the subject line, from address, and other details of the confirmation email.
    2. Click on the email body to edit your email confirmation content. The body of the email will contain a link for contacts to confirm your subscription. This link is required in order for contacts to click through and confirm their subscription status. If this link is missing from your email, insert a link to the necessary token {{ subscription_confirmation_url }}. 
    3. Click Next to review your email, then click Update to publish the email. Once the email is published, you'll be redirected to your settings automatically.

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  • Click the Subscriptions tab to navigate back to your email subscription settings.
  • Click the Enable double opt-in toggle switch on.
  • Use the Enable options dropdown menu to customize where the double opt-in feature should be applied.
    • Select All pages to use double opt-in on all your HubSpot-hosted pages.
    • Select Enabled for some pages only to use double opt in on specific pages. A Pages dropdown menu will appear, which you can use to select to include the double opt-in feature on any of your published HubSpot pages.
    • Select Disable for some pages only to use double opt in on specific pages. A Pages dropdown menu will appear, which you can use to select to omit the double opt-in feature on any of your published HubSpot pages.
  • Use the Confirmation page dropdown menu to select what page a contact will see after submitting one of your double opt-in forms. Alternatively, you can create a new page to use.
  • Click to check the Include follow-up email checkbox if you want your contacts to receive an additional follow up-email after they confirm their email subscription. Click Publish follow-up email to customize and publish your email to use this setting.

settings

Set up double opt-in for your lead flows

If you're a free user, you'll complete an email setup wizard to enable double opt in when creating a new lead flow. If you're a Marketing Hub Starter user, you can turn on the double opt-in feature in your settings.

Please notethe double opt-in step is required for free users, and only the subject line of the double opt-in confirmation email can be customized.

Email setup wizard (free users only)

When creating a lead flow, free users will complete the email setup wizard in the Follow up step:

  • Email footer: Confirm you email footer details. This is automatically populated with the information in your email footer information settings, and changing the details here will change the footer in all your marketing emails in your account.
  • Double opt-in email: The Send double opt-in email toggle switch is enabled by default. You can customize the following details:
    • Sender: Use the dropdown menu to specify who the email is sent from.
    • Double opt-in email language: Use the dropdown menu to select the language for your email.
    • Subject line: Customize the subject line of your double opt-in confirmation email. You'll see a preview of how the email will render at the bottom of the pane.
  • After you've finished customizing your settings, click Finish

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Manage the double opt-in feature in your settings

Marketing Hub Starter users can turn on the double opt-in feature in settings. Free users and Marketing Hub Starter users can manage this feature in settings once it's been enabled: 

  • In your HubSpot account, click the settings icon settings in the main navigation bar.
  • In the left sidebar menu, navigate to MarketingEmail
  • Click the Double opt-in tab to access your settings.
  • Click the Send double opt-in email toggle to enable or disable this feature. In your settings you can customize the following details:
    • Sender: Use the dropdown menu to specify who the email is sent from.
    • Double opt-in email language: Use the dropdown menu to select the language for your email.
    • Subject line: Customize the subject line of your double opt-in confirmation email. You'll see a preview of how the email will render at the bottom of the pane.

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