This particular term refers to a scenario where a prospect fills out a subscription form requesting information from you, then confirms their request to sign up to your list by clicking on a unique hyperlink contained in the confirmation mail sent to their email address. If they do not click on that link, the sign up process is aborted. This is considered the standard practice for virtually all mailing lists on the internet as it ensures recipients are subscribed with their total consent using a proper, working email address.

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