<b>SCOOP: The compliance setting that quietly halves list growth is the one your legal team loves — double opt

<b>SCOOP: The compliance setting that quietly halves list growth is the one your legal team loves — double opt-in.</b>
Requiring a confirmation click after signup protects deliverability and consent records, but 20-40% of signups never click the confirm, depending on the source.

Marketers default it on for safety and never measure the silent drop-off.

What we're hearing: the nuanced play is conditional — double opt-in for cold or paid traffic where complaint risk is high, single opt-in for warm first-party audiences. One global setting is leaving money on the table.

Watch this.