Does using double opt-in make you immune to reputation issues?

Myth: Double opt-in makes you immune to deliverability problems.

Reality: DOI helps but is not complete protection.

What DOI prevents:

Typo spam traps

Unwanted signups

Fake addresses

Initial consent issues

What DOI does not prevent:

Engagement decay over time

Content that users do not like

Frequency fatigue

Users who confirmed but later disengage

Recycled traps (old confirmed addresses)

Complete protection requires:

DOI for acquisition

Ongoing engagement hygiene

Good content and practices

Regular list maintenance

Proper onboarding does not guarantee lifelong customer satisfaction.