So The Screener really just acts as a second layer of consent—almost like a confirmed opt in.

The difference is that this happens in the email client, not at the subscription step. Why is this a big deal? Because, even though they just subscribed to your email, there’s a chance your email won’t get a thumbs up.

We got this email from Parabo, the print shop app, and smiled. Instead of the very standard “Please confirm subscription” header text, we were greeted with a funny, whimsical hello that’s totally in their brand voice. “We really want you to want us” is a clever way to break up the usual mundane greeting, and, guess what? It totally reaffirmed why we thought we wanted to sign up for their emails in the first place.

The blog A Life Of Productivity uses double opt-ins to make sure that people signing up for the email newsletter really want to read it. If a site visitor was somehow subscribed by accident, the subscription won’t go through unless they click the verification button sent to their email address.<img class="aligncenter size-full wp-image-32479" src="https://www.convinceandconvert.com/wp-content/uploads/2016/05/A-Life-of-Productivity.jpg" alt="A Life of Productivity" width="724" height="549" />

With this method, you can ensure the email address receiving your communication actually belongs to the person giving the consent and hereby further ensure that you avoid high unsubscribe rates, retain the integrity of your list and the reputation of your address. This method of registration is considered best practice in many countries, especially Germany and in the EU in general.