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The best practice in email marketing is to use a double opt-in subscription method (also called "Confirmed Opt-in" or COI). There are many reasons why:

  • It's the only true way to confirm that all addresses in the list belong to people that do want to receive those messages (: no one can confirm for someone else).
  • It's the best way to ensure that the amount of invalid addresses is minimal (: incorrect addresses will never be added to the list).
  • It's the only way to ensure that spam traps are never added to the list (: if a spam trap were added, it would never confirm its subscription)own subscription and would remain "Pending".

Sometimes, however, recipients that wanted to subscriber forget to confirm their subscription (or don't see the subscription confirmation request).

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For example:

  • They didn't see the message
  • They saw it, but forgot to act on it
  • The message ended up An overzealous spam filter delivered the message in the SPAM folder
  • Etc.

Using triggered messages to optimize the confirmed opt-in process

In this scenario, an the scenario described above (someone wants to subscribe, but doesn't confirm his/her intent, for whatever reason), triggered messages can come to the rescue!

An automated follow-up message can be the perfect solution, reminding the subscriber-to-be to confirm their subscription. In fact, you could a couple of follow-up messages could be sent at different intervals.

Let's see how this is done.

Creating the subscription follow-up message

First, create a new message in MailUp to ask the pending recipient to confirm their request.


The subject of the message should also be clear about what the recipient needs to do. For example: "Your Company Name - You forgot to confirm your email address" or alike.

Setting up the triggered message

Now that the message is ready, you can easily configure your MailUp account so that it sends it automatically a day after the recipient has become Pending.