Summary
Mailbox providers handle re-subscribes after list-unsubscribe using various methods. While some, like Gmail, imply standard opt-in procedures, the consensus is that a double opt-in approach is the most effective for ensuring genuine user consent and maintaining list quality. Providers also consider factors such as user behavior post-unsubscribe, functional unsubscribe headers, and adherence to relevant regulations. While CAN-SPAM allows up to 10 days for processing unsubscribe requests, processing them more promptly improves sender reputation. GDPR emphasizes the need for fresh, affirmative consent for re-subscription after an unsubscribe. Email Service Providers need a process for handling hard bounces and unsubscribes to prevent damage to their reputation. Monitoring unsubscribe rates helps gauge list health and campaign effectiveness, influencing future strategies. Ultimately, senders are responsible for managing unsubscribes, respecting user preferences, and complying with all applicable laws.
Key findings
- Double Opt-in: Double opt-in is widely recommended for re-subscribing users after unsubscribing.
- Prompt Processing: Processing unsubscribe requests quickly (ideally within 24-48 hours) improves sender reputation, even if CAN-SPAM allows longer.
- Regulatory Compliance: Adhering to CAN-SPAM, GDPR, and other relevant regulations is crucial.
- User Consent: Explicit and affirmative consent is required for re-subscribing users after they have unsubscribed.
- Unsubscribe Rate Analysis: Unsubscribe rates offer valuable insights into list health and campaign effectiveness.
- Transactional Considerations: Consider the impact of transactional messages, as users may still receive them after unsubscribing.
- MBP behaviour: It is important to track the behaviour of Mailbox Providers to see if they are tracking recurrences of emails being sent to unsubscribed users.
Key considerations
- User Experience: Ensure a clear and easy unsubscribe process.
- Data Management: Keep accurate records of unsubscribe requests and consent preferences.
- Regional Differences: Be aware of variations in unsubscribe timeframes based on user location and legislation.
- Data Hygiene: Implement procedures to handle hard bounces and maintain list hygiene.
- Legal Advice: Consult legal resources to stay updated on changing email marketing laws.
- Opt-in Strategy: Treat re-subscribes as net new subscribers and utilise a double-opt in strategy.
What email marketers say
13 marketer opinions
Mailbox providers handle re-subscribes after list-unsubscribe in various ways, but the consensus is that a double opt-in process is the best practice. Some providers might track user behavior post-unsubscribe, while others focus on functional unsubscribe headers. Processing unsubscribe requests promptly is crucial, though legal requirements vary (CAN-SPAM allows 10 days). Faster processing improves sender reputation. Respecting user preferences and adhering to regulations like GDPR and CAN-SPAM is essential, treating re-subscribes as new subscribers. Unsubscribe rates indicate list health. Robust data collection and consent tracking are critical for compliance.
Key opinions
- Double Opt-in: Double opt-in is widely recommended for re-subscribing users to ensure active consent and maintain list quality.
- Unsubscribe Tracking: Some mailbox providers track user behavior post-unsubscribe, while others focus on the presence of functional unsubscribe mechanisms.
- Processing Time: While regulations like CAN-SPAM allow up to 10 days, processing unsubscribe requests quickly (within 24-48 hours) improves sender reputation.
- Compliance: Adhering to regulations like CAN-SPAM and GDPR is crucial for respecting user preferences and avoiding legal issues.
- Sender Responsibility: Ultimately, the sender is responsible for managing unsubscribes and ensuring compliance with relevant regulations.
- Unsubscribe Rate Value: Unsubscribe rates can serve as a valuable indicator of list health, subscriber engagement, and overall campaign effectiveness, influencing future email marketing strategies and segmentation.
Key considerations
- User Experience: Prioritize a seamless and user-friendly unsubscribe process to avoid frustrating recipients.
- Legal Requirements: Stay informed about and comply with all applicable legal requirements, including CAN-SPAM, GDPR, and other regional regulations.
- Data Management: Maintain accurate records of unsubscribe requests and consent preferences to ensure compliance and respect user choices.
- Segmentation: Adjust email marketing strategies and segmentation based on unsubscribe rates.
- Explicit Consent: Always have explicit consent before resubscribing a user.
Marketer view
Email marketer from StackOverflow suggests implementing a clear opt-in process for users to re-subscribe after unsubscribing via the List-Unsubscribe header. The user highlights the importance of storing the user's unsubscribe preference and only removing it upon explicit re-subscription.
2 Sep 2021 - StackOverflow
Marketer view
Marketer from Email Geeks imagines providers using unsubscribe data to identify users who are still receiving emails and complaining, indicating a potential problem.
24 Nov 2023 - Email Geeks
What the experts say
5 expert opinions
Mailbox providers handle unsubscribes and re-subscribes in diverse ways. A key suggestion is employing confirmed opt-in (double opt-in) for re-subscriptions to ensure genuine user intent and maintain list quality. User location and legislation influence unsubscribe timeframes, demanding nuanced approaches. Providers also consider the nature of user interaction post-unsubscribe, focusing on hard bounces and the percentage of recurring messages. Email Service Providers should be robust with data capture and processing unsubscribes to protect their reputation. An unsubscribe click signals intent, but the action isn't final until confirmed.
Key opinions
- Confirmed Opt-in: Confirmed opt-in (double opt-in) is recommended for re-subscribing users.
- Varied Timeframes: Unsubscribe timeframes are influenced by user location and relevant legislation.
- Post-Unsubscribe Analysis: Providers consider user interaction, hard bounces, and the percentage of recurring messages.
- Reputation Protection: Email Service Providers require a robust data capture and unsubscribe process to protect reputation.
- Signal of Intent: An initial unsubscribe click only signals intent and isn't a definitive unsubscribe instruction.
Key considerations
- Transactional Messages: Account for the potential receipt of transactional messages post-unsubscribe and their impact.
- Regional Differences: Be aware of unsubscribe timeframe variations depending on user location and related laws.
- Data Capture: Ensure robust data collection and accurate processing to maintain data quality and user preferences.
- ESPs' Processes: Email Service Providers should have processes to handle hard bounces and unsubscribes.
- Processing Unsubscribes: Ensure unsubscribes are processed immediately.
Expert view
Expert from Word to the Wise, Laura Atkins, recommends using a confirmed opt-in (double opt-in) process for re-subscribing users after they have unsubscribed. This ensures that the user actively wants to be back on the list and helps maintain list quality.
12 Aug 2022 - Word to the Wise
Expert view
Expert from Email Geeks states that an unsubscribe click is a signal of intent, not an instruction, and MBPs will see the click, but not what happens after. Lamb then questions if there is any research on the number of unsubscribe clicks that don't ultimately result in an opt-out request.
4 Aug 2023 - Email Geeks
What the documentation says
5 technical articles
Mailbox providers handle re-subscribes after list-unsubscribe differently. Gmail honors the List-Unsubscribe header, implying standard opt-in methods for re-subscription. Microsoft emphasizes prompt processing of unsubscribe requests, adhering to best practices. RFC 2369, defining the List-Unsubscribe header, doesn't address re-subscription, deferring to the list owner. CAN-SPAM allows 10 days to honor unsubscribe requests but lacks re-subscription guidelines. GDPR mandates explicit consent for processing personal data, requiring fresh consent for re-subscription post-unsubscribe.
Key findings
- Gmail Opt-in: Gmail implies standard opt-in methods for re-subscription post list-unsubscribe.
- Microsoft Promptness: Microsoft prioritizes prompt processing of unsubscribe requests.
- RFC 2369 Deferral: RFC 2369 defers re-subscription methods to the list owner.
- CAN-SPAM Timeframe: CAN-SPAM allows 10 days to honor unsubscribe requests, without mentioning re-subscription.
- GDPR Consent: GDPR requires fresh, affirmative consent for re-subscription.
Key considerations
- Adherence to Best Practices: Adhere to industry best practices for respecting user preferences after unsubscribing.
- List Owner Discretion: Recognize that RFC 2369 leaves re-subscription methods to the list owner's discretion.
- Legal Compliance: Ensure compliance with CAN-SPAM and GDPR regulations.
- Explicit Consent: Obtain explicit consent before processing personal data for re-subscription.
- Stay Updated: It is important to stay updated on best practices and legislation.
Technical article
Documentation from Microsoft highlights the importance of processing unsubscribe requests promptly (within 2 business days). It doesn't detail re-subscription specifically but indicates adherence to industry best practices for respecting user preferences after unsubscribing.
10 Mar 2022 - Microsoft
Technical article
Documentation from FTC clarifies requirements under the CAN-SPAM act stating that senders have 10 business days to honor the unsubscribe request. There is no direct mention on best practices of resubscription.
24 Nov 2021 - FTC
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