Email marketing lesson: What is a double-opt in? Double opt-ins are a way to make sure that leads inputting their information on your website or landing pages are real people. It's essentially an email your system sends to your lead asking them to confirm they are a real person. There are pros and cons to using them. Personally, we don't force a double opt-in because we have found people miss the email and then aren't able to get the information they requested which leads to frustrated leads. Ho