Double opt-in vs. false double opt-in

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NOTE: This is a rerun of an episode we published in September 2025. But just because it's a rerun doesn't mean it ain't still a banger 💥

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“One of the worst things you can do is send new subscribers to a dead-end thank you page. That kills engagement immediately." — Chenell

We're breaking down the most overlooked (yet critical) part of growing a newsletter: onboarding new subscribers.

We'll take you through Chenell's 3-step onboarding process every newsletter creator should have in place—and show how to optimize each for higher engagement, deliverability, and long-term retention. 

We also tease an advanced 5-step version and share examples from top creators like Katelyn Bourgoin, Tom Alder, and Eddie Shleyner. Whether you’re just starting out or already running a large newsletter, you’ll learn how to avoid common pitfalls and set up onboarding that actually works.

KEY TAKEAWAYS

• The 3 Cs of a high-converting landing page
• Why default Thank-you pages kill engagement (and what to do instead)
• How "sniper links" can push new subscribers directly into their inbox to find your email
• The #1 mistake welcome emails make
• The most important job your welcome email has
• A simple incentive trick to encourage replies
• The difference between a “true” and “false” double opt-in
• How (and why) to include surveys in your onboarding
• What top creators do with their “almost there” pages to hook new subscribers

LINKS MENTIONED

• The Growth Vault →
• Katelyn Bourgoin's Why We Buy landing page →
• Eddie Shleyner's 'Social Proof Avalanche' →
• Tom Alder's Strategy Breakdowns → 
• Growth.Design →
• Senja →
• RightMessage →
• Growth In Reverse PRO Community →
• Want your newsletter roasted? Submit it here. 
• Ask us a question or submit a podcast topic idea: growthinreverse.com/questions
• Check out past Growth In Reverse Deep Dives: https://growthinreverse.com/archive/

FOLLOW ON SOCIAL

• Chenell: Twitter | LinkedIn | Substack
• Dylan: LinkedIn | Substack | Bluesky 

OUR NEWSLETTERS

• growthinreverse.com
• growthcurrency.net

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