Unsubscribe Process & Requirements

The "respectful exit." A clear, "one-click" unsubscribe process is legally required and essential for deliverability. This section explains why making it easy to leave is the best way to prevent spam complaints.

17 questions in this topic

What are the legal requirements for unsubscribe links? How must unsubscribe requests be processed (timing, confirmation)? Should the unsubscribe process be one-click? Where should the unsubscribe link be placed? Can I ask for feedback during the unsubscribe process? What is the difference between unsubscribing from a list vs. all emails? What’s the difference between global vs list-specific unsubscribes? What is a suppression list? How long must suppression data be retained? What’s the difference between “unsubscribe” and “opt-out”? What happens if someone re-subscribes after opting out? How do ESPs handle unsubscribe feedback loops? What is the risk of not honoring unsubscribes promptly? How to handle “reply to unsubscribe” messages? How to handle bounced unsubscribes? What are ethical unsubscribe design practices (no dark patterns)? How to make unsubscribe compliant but still user-friendly?

Questions about Unsubscribe Process & Requirements