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Question
How do you activate your ArcGIS online subscription? 

Answer
When your software purchase has been registered with ESRI, you will receive an email from DHI which contains a link to enable you to activate your ArcGIS license online - see Fig. 1.

Fig. 1 - Example of DHI email with link to enable you to activate your ArcGIS license online

Follow the steps below:

#01 - Open the email and click on the activation link provided.

#02 - Elect “By creating a new account” 

#03 - Complete the required fields 

#04 - Select “Create my account”  

#05 - Complete the require fields about your company 

#06 - Afterwards you still have the possibility to create and manage members and to assign the existing licenses to other members

You are now ready to log in to ArcGIS.