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May 2019
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A Guide To Adding Gmail’s One-click Action Button to MailPoet’s Signup Confirmation Email

What is Single Opt-in and Double Opt-in? And how to ease Double Opt-in on your users?

Sasank MukkamalaSasank Mukkamala

Single Opt-in Vs Double Opt-in

Single Opt-in:

In this way of building a list, people are automatically added to an email list if they sign up from a form. The most obvious disadvantage is that they can add others’ emails without their permission. Bots also fill up these forms with spammy emails. Also, competitors are known to sign up and mark the emails as spam.

Double Opt-in:

After someone signs up from a form, an email is sent to them with a confirmation link, which they should click on. After they click on the link, we add them to our list. The advantage is that we’ll not be adding any unauthorized email to the list. Also, the IP address and time when users click on the confirmation link are recorded; there will be a solid proof of user opt-in.

So, choosing between single opt-in and double opt-in boils down to choosing between list size and list quality. Most of the Email Service Providers tend to choose list quality because, after all, their IP reputation is at stake. So for Email Senders, having a bad list will affect the deliverability of your emails. This can generate bounces, blacklisting, spam trap hits, and you might see yourself ending up in a Blackhole list. On the other hand, if you have a high-quality email list you’ll have better open rates and click rates that will result in even better deliverability. A double treat.

Gmail Actions

So it makes sense for us to add that extra step of people opening the email, clicking on a link to get added to our list. This is where the Gmail Actions come to help us to an extent. These actions ease the user process of opening an email and clicking on a link.

[ecko_wide][ecko_quote source=”Google’s documentation”]Gmail uses markup to accelerate user actions and to highlight the most important information users need from an email.[/ecko_quote][/ecko_wide]


You can read more about Gmail actions at the Google Developer’s site. The type of action we’ll need for our use case is “ConfirmAction” of type “One-click Actions”. The documentation for this is available here.


One-click actions in Gmail and in Inbox. Source:

One-click actions in Gmail and in Inbox. Source:


Adding Gmail’s One-click Action Button to MailPoet’s Signup Confirmation Email

Step 1: Add markup to the email.

MailPoet’s settings page at WordPress admin lets you modify the subject and body of your Confirmation Email. There is a shortcode that adds the activation link that the user must click on, don’t forget to include this shortcode. Also, make sure the activation link is the first link in the mail. (Serves well in increasing CTRs also. Ideally, don’t have any other content in Confirmation Email).
Think what the action button should read and what the description should be. We are using the MICRODATA version of here.

Add the following code to your functions.php file. Make sure you fill the placeholders for “{{subject of email without quotes}}”, “{{button title without quotes}}” and “{{description of button without quotes}}”.

Step 2: Testing

You can easily test if your markup is working correctly by sending emails with schemas to yourself. All emails where the sender and the recipient are the same accounts ignore the registration requirements and can be used for self-testing. So, for example, if you are sending out newsletters from, sign up to your list with this email id. You should be getting a confirmation email with the action button. Mine look like these in Gmail and Inbox:

In Inbox

In Inbox

In Gmail

In Gmail

Step 3: Registering with Google

Once you have finished testing the markup, and you are ready to launch your integration into production, verify that you are meeting all the quality guidelines mentioned here. Add to your email list and send a confirmation mail to this email id. Fill out this registration form and wait for Google to respond back. It took them two days to activate this for my website.

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