Avoid the email confirmation limbo


Audience Growth


The Tactic

Around 25% of people who subscribe to my newsletter don’t become readers.


Because they never confirm their emails.

Confirmation emails are one of the biggest pains when it comes to growing your email list (you know, that email where people have to click a big, ugly "Confirm" button).

Now, there are two ways to fix this:

1/ Don’t use double opt-in

A practice that’s getting more popular among creators is to remove this double opt-in process altogether.

The way you do it is that you email everyone who signs up (without confirmation) and then remove non-openers after the first 30 days.

You'll still get people who never open your emails, but there is no risk that someone who would have read it gets lost in the “confirm purgatory."

2/ Change your confirmation email subject line

If you still prefer to keep the confirmation email (it helps prevent bots from signing up), you need to do the best you can so people open it.

Here’s a quick hack on how Andrea Bosoni from Zero to Marketing cut his pending subscriber numbers in half:

That’s it!

Just a simple subject line change.

There are a few reasons why it worked, but the consensus on the replies was that the “confirm subscription” wording feels like you need to pay.

Whatever it is, you are likely leaving subscribers behind. Do something about it!

🕵️‍♂️ How to steal it?

Change your confirmation email subject line to “verify your email” or similar.

A/B test with different subjects and see when you get fewer unconfirmed referrals.

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