Double opt-in

Get data subjects' unequivocal consent by implementing double opt-in

Cláudia Duarte avatar
Written by Cláudia Duarte
Updated over a week ago

If you want to add another layer of security to the collection of explicit consent and absolutely ensure that your mailing list is GDPR-compliant, consider implementing a double opt-in procedure for subscriptions. 🚨 With a double opt-in subscription process, users must confirm their consent a second time before you can send them marketing material. If it sounds good, continue reading for more info. 😉

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What’s a double opt-in process?

In FULL FABRIC, a double opt-in process is related to users’ marketing preferences. When enabled, it automatically sends users a confirmation email upon them first giving their consent to be targeted for marketing, and then again every time they make amendments to their agreement, whereby only by clicking the link in the double opt-in email are they to receive marketing communications. 📬

This is connected to the parallel introduction of the concept of active and inactive marketing policy agreements: an agreement is only activated once it’s been duly confirmed through the aforementioned link. Until then, the latest active profile marketing policy agreement prevails, and if one does not exist, the user will remain subscribed or unsubscribed depending on your institution's default settings. 🙅🏽‍♂️

Accordingly, a reminder will be displayed on the Settings page of users who haven't completed the second opt-in phase:

None of the above is applicable to people who define that no contact is allowed. In fact, this is the only setting that goes immediately into effect and doesn't ask for confirmation, since it carries no legal risks. 🙏

That said, when a new agreement is manually added by staff through the profile Policies tab or through an import, no opt-in confirmation email is triggered; instead, the agreement is set in place as defined by staff.

Double opt-in versus single opt-in: how do they compare and fare against each other?

A single opt-in is a one-step process, meaning that it just requires people to fill the Marketing policy form. Therein lies the difference: a single opt-in doesn’t require a confirmation and a double opt-in does, making the latter a two-step process. Both are lawful ways of obtaining and recording consent. However, where a single opt-in is faster and simpler to deal with, a double opt-in goes the extra mile to tighten security around consent and keep a more solid paper trail of compliance. 🔒 One could also argue that the former is better for list growth while the latter produces higher-quality mailing lists of interested and engaged recipients, but the primary focus is GDPR compliance. In that sense, we recommend always seeking the advice of your legal department or DPO in order to align the marketing set-up in FULL FABRIC with your school’s policies and guidelines.

Can staff override an active marketing policy agreement?

Yes. ✨ Succinctly put, staff can record someone's consent on their behalf and replace existing marketing policy agreements, regardless of whether they're active or inactive. This won't trigger the double opt-in email and instantly sets the status as confirmed.

How can double opt-in be set up?

This is a delicate operation, so please contact us for support. 🤙

How can the contents of the double opt-in email be edited?

As is the case with other email templates, the template for the double opt-in email can't be directly edited by staff. Do not worry though – write to our Support team describing the changes you wish to see and we'll gladly help! 😃

For reference, here is a bigger screenshot of the default email template:


You have reached the end of this article. Thanks for reading! 🤓 If you have any questions or comments on the topic at hand, or if you enjoy reads like this and have article requests, feel free to start a chat or email us at Also, please leave a rating below. Your feedback is highly appreciated! 💖

PUBLISHED: July 16, 2020
LAST UPDATED: October 15, 2021 at 07:45 a.m.

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