Can I make people explain why they are unsubscribing?

You can ask, but you cannot require it. An optional survey is fine. Forcing an explanation before processing the unsubscribe violates best practices and frustrates subscribers. Make unsubscribe instant; make feedback optional.

What is the difference between opt-out and suppression?

Opt-out is the subscriber's choice to unsubscribe. Suppression is your action of preventing sends to an address for any reason (opt-out, bounce, complaint, or manual). All opt-outs should be suppressed; not all suppressions are opt-outs.

What is Opt-Out? - Definition & Guide

Definition

Opt-out refers to a subscriber's choice to stop receiving some or all email communications. Full opt-out (unsubscribe) removes them from all marketing emails. Partial opt-out (preference change) may reduce frequency or limit to certain types. Opt-out must be easy, clearly available, and honored promptly - it is both a legal requirement and email marketing best practice.

Why It Matters

Easy opt-out is legally required (CAN-SPAM, GDPR) and practically essential. Making it hard to unsubscribe leads to spam complaints that hurt deliverability. Respecting opt-out requests maintains trust and protects your sender reputation. A clean unsubscribe is better than a spam complaint.

How It Works

Every marketing email must include an unsubscribe mechanism (typically a link). When clicked, the subscriber can opt out immediately. CAN-SPAM requires honoring requests within 10 business days; best practice is instant. Preference centers offer partial opt-out options as alternatives to full unsubscribe.

Best Practices

1Make unsubscribe links easy to find (not hidden in tiny text)
2Process unsubscribes immediately, not 10 days later
3Offer preference options as alternative to full unsubscribe
4Never require login to unsubscribe
5Do not add friction (surveys are OK if optional, not blocking)