Double Opt In Challenges

[MortenU]

Hi all,

We’re experiencing a challenge with how HubSpot handles double opt-in, and I’d like to hear if others are facing the same.

As it stands, double opt-in in HubSpot is applied globally and not differentiated by communication type. This means that even non-marketing content, such as updated price lists or other essential information, can’t be delivered unless the contact has completed the double opt-in process.

This creates issues, especially in B2B communication where there is already an established business relationship, and where such consent is not legally required for transactional or service-related communication. In practice, important information is now blocked simply because the system doesn’t distinguish between different categories of outbound communication.

We would very much welcome a solution where double opt-in can be applied more selectively, either per communication type, list, or lifecycle stage.

Is anyone else dealing with this? And is there anything on the roadmap that could allow for more flexible handling of double opt-in?

Thanks in advance.

[karstenkoehler · Accepted solution]

Hi @MortenU,

The product team has mentioned multiple times that they are currently working on better double opt-in functionalities – whether that will include what you're describing as a requirement is however unclear.

Generally, it is already possible to set up a HubSpot portal according to your requirements. It requires a Marketing Hub Professional subscription and ideally the transactional email add-on.

High-level, here's what you would do:

1. Keep system double opt-in feature activated but limit to an unused page
2. Configure your own automated double opt-in emails (the confirmation link is accessible as a token when adding a link under the link type "Email subscription link" > "Subscription confirmation")
3. Configure contact-based workflows that enroll contacts only when they meet your double opt-in required criteria
4. Adjust existing workflows to only hold back those emails that require a confirmed email address, based on the 'Marketing email confirmation status' property

The devil is in the detail, especially when it comes to existing configuration and workflows, so don't follow the above blindly. I have helped customers set this up more than 50 times by now so let me know if you'd like help on this.

Best regards!