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Summary

The question of whether a two-click email unsubscribe process complies with the CAN-SPAM Act is a common one, stirring debate among marketers and legal professionals alike. While the act mandates that recipients must be able to opt out easily, the exact interpretation of what constitutes an easy and single page process often leads to varying interpretations. Recent developments from major email service providers (ESPs) like Gmail and Yahoo, requiring one-click unsubscribe headers, further complicate this landscape, pushing the industry towards a more streamlined opt-out experience.

What email marketers say

Email marketers often find themselves navigating the fine line between user experience, anti-bot measures, and legal compliance when it comes to unsubscribe processes. The consensus among marketers tends to lean towards practical solutions that deter bot clicks while still providing a clear and easy opt-out for human recipients. There's a shared understanding that while two clicks might be permissible, simplifying the process is always a good strategy for maintaining a positive sender reputation and avoiding user frustration.

Marketer view

Marketer from Email Geeks believes that a two-click unsubscribe process, involving one click to reach a page and another click on that page, is acceptable for CAN-SPAM compliance. This method is considered sufficient as long as it remains easy and straightforward for the user. They also note that this approach is consistent with other regulations, such as Canada's CASL.

12 Dec 2019 - Email Geeks

Marketer view

Marketer from Email Geeks indicates that their legal counsel advised a one-click process is strictly required and that two clicks fall into an undetermined gray area. This highlights the varied interpretations of the CAN-SPAM Act within different legal teams. They are seeking clarification on whether a second click on a landing page is truly permissible under the act's wording.

12 Dec 2019 - Email Geeks

What the experts say

Email deliverability experts offer a nuanced perspective on two-click unsubscribes, balancing legal compliance with practical challenges like bot activity and maintaining sender reputation. While acknowledging the original intent of CAN-SPAM, they often emphasize adapting to evolving industry standards set by major mailbox providers. Their insights highlight the importance of a user-friendly and clearly labeled unsubscribe process that also protects list integrity.

Expert view

Email Expert from Email Geeks advises against direct one-click unsubscribes initiated directly from the email because anti-virus bots and similar systems can automatically click these links, leading to unintended unsubscribes. They suggest that the gold standard involves a link in the email that takes the recipient to a single webpage, where a single click then removes them from the list.

12 Dec 2019 - Email Geeks

Expert view

Email Expert from WordToTheWise notes that an easy and simple unsubscribe process is crucial for deliverability and compliance. They highlight that the spirit of the law, focused on user accessibility, often outweighs overly literal interpretations. It's about making the process unambiguous and frustration-free for the recipient, ensuring they can clearly opt out without unnecessary hurdles.

22 Mar 2025 - WordToTheWise

What the documentation says

Official documentation, particularly from the Federal Trade Commission (FTC), provides the foundational legal framework for unsubscribe requirements under the CAN-SPAM Act. While the language outlines clear prohibitions on certain practices (like charging fees or demanding personal information), it allows for a degree of flexibility regarding the interaction on a single page. Recent updates from major mailbox providers, however, introduce a de facto shift towards a simpler, one-click mechanism via specific email headers.

Technical article

Official documentation from the Federal Trade Commission clarifies that recipients cannot be required to provide information beyond an email address or take steps other than replying to an email or visiting a single webpage to opt-out. This rule aims to ensure that the unsubscribe process remains simple and accessible without imposing undue burdens on the recipient.

02 Nov 2009 - Federal Trade Commission

Technical article

Official documentation from the Federal Trade Commission mandates that opt-out mechanisms must function for at least 30 days after the email has been sent and process requests promptly. This ensures that recipients have a sufficient window to opt out and that their requests are handled in a timely manner, contributing to better email hygiene and compliance.

02 Nov 2009 - Federal Trade Commission

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