Experts, marketers, and documentation overwhelmingly agree that requiring a login to unsubscribe from emails is non-compliant with email regulations like CAN-SPAM and CASL. These regulations mandate a clear, conspicuous, and easily accessible method for recipients to opt-out. Adding friction, such as requiring a login, frustrates users, increases spam complaints, risks blacklisting, and can lead to legal repercussions. The recommended best practice is to provide a one-click unsubscribe option and promptly process unsubscribe requests within 10 business days. Providing alternative choices to unsubscribe such as a return email address, or other internet-based response is considered compliant as long as it is easy for the user.
9 marketer opinions
Requiring a login to unsubscribe from emails is widely considered non-compliant with email regulations such as CAN-SPAM and CASL. These laws emphasize the need for a clear, conspicuous, and easy unsubscribe process. Adding extra steps, such as login requirements, frustrates users, increases spam complaints, and can lead to blacklisting. Best practices include providing a one-click unsubscribe option and processing unsubscribe requests promptly, typically within 10 business days.
Marketer view
Email marketer from Sendinblue says that you must provide an easy way for recipients to unsubscribe from your emails and honor those requests promptly. If you make it difficult for people to unsubscribe, you may violate CAN-SPAM.
16 Dec 2023 - Sendinblue
Marketer view
Email marketer from Reddit shares that any extra steps to unsubscribe are really annoying and will get marked as spam. Make it super easy and clear.
3 Dec 2022 - Reddit
5 expert opinions
Requiring a login to unsubscribe is widely regarded as non-compliant with email regulations, specifically CAN-SPAM and Google's requirements. Experts emphasize that this practice not only violates these regulations but also creates a poor user experience. A straightforward, one-click unsubscribe option is essential for compliance and user satisfaction. Making the unsubscribe process easy is crucial, and any additional steps, like requiring a login, are viewed as detrimental and potentially illegal.
Expert view
Expert from Email Geeks explains that there must be a clear, conspicuous button on the unsubscribe page that allows users to unsubscribe with one click. Additional content, such as opt-downs or subscription portals, can be added alongside this.
10 Jan 2022 - Email Geeks
Expert view
Expert from Spam Resource dictates that the law requires that you give recipients an easy way to ask you not to send future e-mail to them. If you require a login it would be considered a violation of the CAN-SPAM act.
4 Jul 2022 - Spam Resource
4 technical articles
Official documentation and email marketing platforms are aligned: requiring a login to unsubscribe is not compliant with email regulations, particularly the CAN-SPAM Act. The core requirement is to provide a clear, conspicuous, and easily accessible way for recipients to opt-out of receiving future emails. This includes providing a straightforward opt-out mechanism, such as a return email address or an internet-based response, and honoring those requests. Making unsubscribing difficult, through methods like requiring a login or multiple steps, is discouraged as it leads to user frustration and increased spam complaints.
Technical article
Documentation from Mailchimp shares that it is important to make it easy for people to unsubscribe. Don't require people to log in, visit more than one page, or send an email to unsubscribe. Doing so can frustrate people and generate spam complaints.
22 Jun 2024 - Mailchimp
Technical article
Documentation from Federal Trade Commission explains that the CAN-SPAM Act requires a clear and conspicuous explanation of how the recipient can opt-out of receiving future email from you. Also you must provide a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may give people a menu of choices to allow a consumer to opt out of certain kinds of messages, but you must give them the option to stop all commercial messages from you.
25 Jun 2023 - Federal Trade Commission
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