Improve engagement and compliance with double opt-in


Some of the functionality described in this release plan has not been released. Delivery timelines may change and projected functionality may not be released (see Microsoft policy). Learn more: What's new and planned

Enabled for Public preview Early access General availability
Admins, makers, marketers, or analysts, automatically Jun 2024 - Sep 2024

Business value

Double opt-in is a valuable tool for email marketing, ensuring a high-quality, engaged subscriber base by requiring users to confirm their subscription through a follow-up email. This process not only reduces spam complaints and bounce rates but also enhances sender reputation and supports compliance with data protection regulations. By implementing double opt-in, marketers can cultivate a more effective email marketing strategy, leading to increased open and click-through rates and a better overall brand experience for subscribers.

Feature details

  • Administrators can enable double opt-in at a compliance profile level and easily enforce double opt-in flow for all the forms using the compliance profile.
  • Use familiar concepts like triggers and journeys to orchestrate the double opt-in process, allowing you to customize the process to meet your business needs.
  • New contacts (or leads) won't be created until the customer has confirmed their opt-in, keeping your contact and lead lists free of bad data.

Double opt-in enabled for the compliance profile