A double opt-in is a process that requires a user to verify their email address and confirm their interest in subscribing to an email list. This process is typically used for email marketing campaigns to ensure that only people who are genuinely interested in receiving emails are added to the list.

Why do we have double opt-ins?

There are several reasons why double opt-ins are used:

To reduce spam and invalid email addresses:  which can improve the sender reputation of the email marketer.

To ensure that subscribers are genuinely interested in receiving emails: this makes sure that only people who are truly interested in receiving emails are added to the list. This can lead to higher open rates, click-through rates, and conversion rates.

To comply with anti-spam laws: In some jurisdictions, such as the European Union, double opt-ins are required by law to prevent unsolicited commercial email (UCE).

When it's turned off, and somebody subscribes to your emails to get your lead magnet, they won't have to opt-in twice to get your information if the person lives in the U.S. If they live somewhere else, they may need a double opt-in.

Go here to learn how to turn off your double opt-in in your campaign.

Once it is turned off, go ahead and send yourself a test email to make sure that it's actually turned off.