The practice of requiring users to confirm their email subscription via a second email (double opt-in) is rapidly declining. Data shows that very few companies still enforce this, suggesting the industry has moved on from this once-standard practice to reduce friction.
Requiring a business email for content downloads reduces conversion rates and provides a less valuable asset for ad retargeting. Personal emails have better match rates on platforms like Meta and are more permanent than work addresses that change with jobs, making them superior for long-term marketing.
Many professionals actively research tools and consume educational content when they are between jobs. Requiring a work email on forms prevents this key demographic from accessing materials, creating a negative brand experience before they even join their next company and have purchasing power.