SCOOP: Switching to double opt-in lost signups but raised revenue per subscriber.

SCOOP: Switching to double opt-in lost signups but raised revenue per subscriber.
A media operator we heard from resisted double opt-in for years — 'why add friction?' After a deliverability scare they flipped it on and braced for losses.
Raw signups fell ~15%. But the confirmed list engaged so much better that revenue per thousand subscribers rose ~34%, and spam complaints dropped enough to restore Gmail tab placement.
— Fewer subscribers, healthier sender reputation
The lesson making rounds: friction that filters is an asset, not a leak.
Watch this.