How to set up double opt-in

Last updated: May 23, 2018

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Marketing: Basic, Pro, Enterprise
Sales: N/A
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The double opt-in feature allows visitors who fill out a form on one of your HubSpot landing pages to confirm that they want to receive communication from you. After submitting a HubSpot form, contacts will receive a follow-up email with a link they can click to confirm their email subscription. When double opt-in is enabled, you know that your contacts are more qualified and likely to engage with your content.

How does this setting work?

  • When double opt-in is enabled, contacts who have not confirmed opt-in will be excluded from future emails. This includes new contacts who filled out a form and do not click through in the double opt-in email, as well as existing contacts who have never received a HubSpot marketing email. 
  • Contacts who were sent emails from your HubSpot account prior to double opt-in being enabled will be considered confirmed, and do not need to go through the double opt-in process to receive future emails.
  • 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.
  • 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.

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