[Ankesh]

Thanks Steve.

With double-optin - its not about interest.

People may be interested in receiving discounts or coupons or local community news - but they may still not confirm their email addresses. The reasons are many:

* The confirmation email gets stuck in the spam folders
* People get confused by the confirmation email and think its a phishing attempt (especially if 3-4 days go by since they gave their email address in the fish bowl and they receive the confirmation email)
* They delete the email without opening it - if they don't recognize the name of the sender

So single optin is recommended for offline-to-online ventures.