Confirmation is a best practice step in the opt-in subscription process. After users subscribe to an email newsletter or other regularly delivered mass emails– including coupon offers– a confirmation email is sent to the new subscriber. Often, this email will welcome the new user to the mailing list and give them a personalized URL link. By following this link, the user is able to give confirmation to the list-owner that they did, in fact, sign up for their mailing list. In the case that the user did not sign up for regular emails, they are often given the option to ignore the link, thus severing any future contact from the mailing list, or to actively unsubscribe from the mailing list.

Email marketers leverage confirmation to improve their email campaigns. By requiring user confirmation, marketers decrease the likelihood that their mass messages are marked as spam, thus improving the trustworthiness of their emails. This also helps maintain the joint goal of every ISP and email marketer: ensuring that quality email messages reach only the users that request and value them.

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