In this article, we will go through why new subscribers need to confirm their sign-up, and this is called double opt-in.

When a customer signs up for a newsletter, for example, an email will automatically be sent to the customer's inbox containing a link, so that the customer can confirm that the address is correct. This is to avoid automated spam emails and to ensure that no third party can register an email address for sending without the customer/subscriber's confirmation.

The most common reason for customers/subscribers being marked as "Pending" is that the recipient has not clicked on this link to confirm their address. This is the link that is created in Step 2 of the process when creating your own form.

Image 1: Example of the menu's appearance under Subscribers when a customer/subscriber has been marked as "Pending".

Image 2: Example of a subscriber card that is marked as "Pending" awaiting confirmation.