Send a subscription confirmation campaign

A subscription confirmation campaign asks the people already on your list to actively confirm they want your emails. It's the best way to clean a list you haven't mailed in a while - cutting complaints, dropping invalid addresses, and leaving you with an engaged, consented audience.

Two ways to do it

Option 1: a new confirmed list

1. Create a new double opt-in list - call it something like "Confirmed Emails".
2. Build a subscription form for it (see Build subscription forms).
3. Copy the form's URL.

Option 2: a campaign with a confirmation link

Send a campaign to your existing list with a link to that form, asking people to click to confirm they want to stay subscribed. Your campaign must include:

• your logo (ideally top left)
• your physical address
• an unsubscribe link

Why it's worth doing

Confirmation campaigns improve deliverability by reducing complaints and removing dead addresses, leave you with subscribers who genuinely want to hear from you, and keep you firmly on the right side of consent-based marketing.

Best practices

• Use a clear, compelling subject line.
• Keep the confirmation step quick and simple.
• Remind people what they'll get by staying subscribed, and set expectations on frequency.

Troubleshooting

Confirmation emails aren't sending - check double opt-in is enabled, that they're not going to spam, and that your sender is verified and authenticated.

Low confirmation rates - sharpen the subject line, send immediately after signup, and tell people to check spam.

People say they never got it - check their provider isn't blocking automated mail, that the address was right, and look for bounces in your reports.

Confirmation links don't work - check they haven't expired and aren't being altered by security filters; test before sending to the whole list.

After confirmation, a welcome email is a great next touch. If confirmations won't send, open a support ticket.