Definition
A frictionless opt-out reduces complaints and legal risk. Honouring it promptly protects your sender reputation.
Best Practices
- Make the unsubscribe link prominent and working.
- Honour opt-outs within legal timeframes.
- Offer preference options where appropriate.
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Related Glossary Terms
CAN-SPAM Act
The CAN-SPAM Act is a US law that sets rules for commercial email. It requires accurate subject lines, a physical address, a clear opt-out mechanism, and prompt processing of unsubscribes. Violations can result in penalties up to $51,744 per email.
Email Account Health Score
A composite metric that evaluates the overall health of an email sending programme based on deliverability, engagement, list quality, and compliance factors.
Email Active Subscriber
An active email subscriber has opened or clicked an email within a defined recency period, typically 30-90 days by industry. Active subscriber rate of 40-60% is typical for healthy email lists.
AI Email Privacy
AI email privacy covers how AI assistants process email data, raising questions about data use, retention and consent.
Email Anti-Spam Laws
Overview of global anti-spam regulations including CAN-SPAM, CASL, GDPR, the Australian Spam Act, and POPIA with compliance requirements for each jurisdiction.
Australia Spam Act
Australia's Spam Act 2003 regulates commercial electronic messages including email. It requires consent, functional unsubscribe mechanisms within 5 working days, and sender identification. Penalties reach AUD $2.22 million per day.
Frequently Asked Questions
Clearly, promptly, and without requiring extra steps.
Complaints rise and laws may be violated.
It is a good option, but never block the unsubscribe itself.