How to handle “reply to unsubscribe” messages?

Some subscribers, particularly those less familiar with email conventions, will reply directly to marketing emails with messages like "unsubscribe," "remove me," or "stop sending." While this isn't the intended unsubscribe mechanism, these requests are legally valid opt-outs that must be honored. CAN-SPAM specifically requires that if you provide an email address to receive opt-out requests (your "reply-to" or "from" address), you must process those requests. Ignoring reply-based unsubscribe requests is both a compliance violation and a customer service failure.

Handling reply-to-unsubscribe requests requires monitoring your reply mailbox or whatever address receives responses to your campaigns. This can be done manually for low-volume programs, but most senders need automated solutions. Options include setting up inbox rules to flag messages containing unsubscribe-related keywords, using a service that parses incoming replies and extracts unsubscribe requests, or configuring your ESP's reply handling to detect and process these messages. Whatever method you choose, the goal is ensuring that reply-based opt-outs are identified and processed within the required timeframes.

Best practice is to make your primary unsubscribe mechanism so clear that reply-based requests become rare. Prominent, easy-to-use unsubscribe links reduce the likelihood that subscribers resort to replying. However, you should never scold or redirect subscribers who do reply-simply process their request and, if appropriate, send a brief confirmation that they've been removed. Some organizations include a note in their footer like "Reply with 'unsubscribe' or click here to unsubscribe" to legitimize both options. However a subscriber chooses to say "stop," your job is to hear them and act-not to insist they use your preferred method.