How should unsubscribes be handled (one-click, instant)?
Unsubscribes should be handled with one click functionality and instant processing. Recipients should not need to log in, answer questions, or navigate multiple pages to unsubscribe. The process should be immediate and frictionless.
Gmail and Yahoo's 2024 requirements mandate one click unsubscribe through List-Unsubscribe headers. Processing should occur within two days maximum, though best practice is immediate suppression.
Honor unsubscribes permanently unless the person explicitly re-subscribes. Do not treat unsubscribes as temporary or require periodic renewal. Once someone opts out, they stay opted out unless they take affirmative action to return.
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