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Enabling double opt-in for marketing emails

Simon Akhrameev avatar
Written by Simon Akhrameev
Updated today

Some countries, including Germany, Austria, Switzerland, and others in the EU, require or strongly recommend double opt-in for email marketing. Even where not required (like the US or Canada), double opt-in helps you maintain list quality, reduce spam complaints, and improve legal compliance.

To maximize deliverability and build trust with your subscribers, we recommend enabling double opt-in in your Shopify admin alongside setting up a custom email domain for Growave notifications.


How to enable double opt-in in Shopify

To activate double opt-in for marketing emails:

  1. Go to your Shopify adminSettings (bottom left corner).

  2. Click NotificationsCustomer notifications section.

  3. Scroll to the Marketing double opt-in, enable Customer marketing confirmation toggle. This will send a confirmation email to customers who sign up for your marketing list — they must click a link to confirm their subscription.


Optional but recommended

Customize the confirmation email

  • Still in Shopify Settings → Notifications, scroll to Customer marketing confirmation, click > (right arrow) button → Edit code.

  • Make sure the confirmation email is clear, neutral, and does not contain marketing content, as required in some jurisdictions.

Update your newsletter form's confirmation message

  • Go to Online Store → Themes.

  • Click the three dots menu button on your live theme and select Edit default theme content.

  • Search for the Newsletter tab and edit text to say something like:
    “Please check your inbox to confirm your subscription.”


If you have questions or need help, contact us at [email protected] or via chat in the bottom-right corner. We're here to help! 🤗

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