Why I Sabotaged My Audience Growth

Author

Koala Lab
May 07, 2025

Would you rather…

🅰️ Have a massive audience with teeny-tiny engagement?

🅱️ A smaller list of people who actually read what you write, click your links, and even reply?

That was the exact question I faced when setting up the sign-up flow for my newsletter.

I had two options:

  • Let people sign up with just one click (quick and easy).

  • Ask them to confirm via their inbox before they're officially subscribed (more effort, more friction).

I hesitated. Because that second option? It risks losing people before they even make it to the list. But I chose it anyway. It’s called double opt-in. And while it sounds like a conversion killer, it’s actually one of the best decisions I’ve made for long-term email health.

Here’s why double opt-in is one of the smartest moves I made—even if it slows growth at the start.

✅ Why Double Opt-In Helps More Than It Hurts

1️⃣ You Attract People Who Actually Want to Be There

People who click that confirmation link want to hear from you. They’re not just curious—they’re committed. That’s the start of a high-quality email list. And that’s the best kind.

2️⃣ Your Email List Stays Clean (and Deliverable)

No typos, spam bots, or “burner” emails. That means fewer bounces, which keeps your sender reputation high and your emails out of spam folders.

3️⃣ You're Instantly More Compliant

GDPR, CAN-SPAM, the Australian Spam Act—you’re covered.

Double opt-in gives you proof that someone wants your emails. It’s consent, documented.

4️⃣ Your Engagement Rates Go Up—Way Up

Your open and click rates tend to be higher since your list isn’t padded with junky contacts. This helps you make better decisions based on your data.

❌ Where Double Opt-In Slows You Down

1️⃣ You’ll Lose Some Potential Subscribers

Some folks won’t confirm their subscription. They forget. They’re lazy. They get distracted by a TikTok notification. Either way, they vanish before hitting ‘verify’ and never get added to your list.

2️⃣ It Adds a Bit of Friction

Every extra click is a chance to lose someone. Double opt-in isn’t smooth and seamless—it’s a speed bump.

3️⃣ It Can Delay Your Lead Magnet Delivery

If you promise instant access to a freebie, that “check your inbox” moment can cause a hiccup. Users may not get it right away unless you deliver it after confirmation, which adds a layer of delay/confusion.

🎯 So... Is Double Opt-In Worth It?

Absolutely.

Double opt-in is a self-selecting filter. It weeds out the window-shoppers and leaves you with subscribers who are actually paying attention. People who open, read, click, and maybe even reply.

And in email marketing, attention is the currency. Not volume.