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Compliance & Legal

Unsubscribe Link

A required link in marketing emails allowing recipients to opt out of future messages.

Definition

An unsubscribe link is a hyperlink in an email that allows recipients to remove themselves from your mailing list. It is legally required in commercial emails under laws like CAN-SPAM, GDPR, and CASL. The link typically leads to a confirmation page or immediately processes the unsubscription.

Why It Matters

Unsubscribe links are legally mandatory and reduce spam complaints. When subscribers cannot easily unsubscribe, they mark your email as spam instead, damaging your sender reputation. Making unsubscribing easy is both compliant and protective of your deliverability.

How It Works

When a subscriber clicks the unsubscribe link, they are taken to a page that confirms their unsubscription or asks for confirmation. Your email platform processes this request and updates their status to unsubscribed, preventing future marketing emails. One-click unsubscribe headers allow email clients to show an unsubscribe button.

Best Practices

  • 1Make the unsubscribe link easy to find (footer is standard)
  • 2Use a one-click process when possible, avoid requiring login
  • 3Offer a preference center as an alternative to full unsubscribe
  • 4Process unsubscribes immediately, not just within the legal timeframe
  • 5Consider implementing list-unsubscribe headers for one-click functionality

Frequently Asked Questions

While technically possible, it is a bad practice that increases spam complaints. CAN-SPAM requires the process to not require more than a single step after clicking the link. Make it easy.

CAN-SPAM requires processing within 10 business days, but best practice is immediate or within 24 hours. Modern ESPs process unsubscribes instantly.

Yes, a single confirmation email is acceptable. Do not use it as a marketing opportunity or attempt to re-subscribe them. Keep it brief and confirm their request was processed.