Is it common practice to reactivate old unsubscribes?

Key findings

• Legal violations: Reactivating unsubscribed contacts without explicit re-permission often violates anti-spam laws such as CAN-SPAM in the US and GDPR in Europe, which mandate that opt-out requests must be honored.
• Reputation damage: Sending to individuals who have clearly expressed a desire not to receive emails leads to high spam complaint rates, direct unsubscribes, and can severely degrade your sender reputation.
• Blocklisting risk: Repeatedly ignoring unsubscribe requests can lead to your domain or IP being placed on email blacklists (or blocklists), severely impacting future deliverability.
• Lack of consent: Unsubscribed contacts have explicitly withdrawn their consent. Any subsequent sending without a fresh, explicit opt-in is a breach of trust and a poor customer experience.
• Difference from inactivity: It is crucial to distinguish between an unsubscribed contact and an inactive one. Reactivation campaigns are generally designed for inactive subscribers who have not engaged, not for those who have opted out.

Key considerations

• Respect opt-out: Always honor unsubscribe requests promptly and completely across all relevant mailing lists.
• Re-permission campaigns: If you genuinely believe a previously unsubscribed contact might be interested, the only ethical and legal path is to run a re-permission campaign, requiring them to explicitly opt-in again.
• List hygiene: Regularly clean your email list, segmenting inactive subscribers for potential re-engagement, and permanently suppressing unsubscribed addresses.
• Transparency: Maintain clear communication about subscription preferences and provide easy unsubscribe options in every email.

Key opinions

• Violation of trust: Marketers view reactivating unsubscribed users as a breach of the implicit trust between sender and recipient, leading to negative perceptions of the brand.
• Poor deliverability: Sending to those who have opted out is a direct path to increased spam complaints and reduced inbox placement, hurting overall email deliverability.
• Ethical concerns: Some marketers highlight ethical lapses, especially in non-profit sectors, where good intentions might lead to ignoring compliance rules.
• Different from reactivation campaigns: They emphasize that legitimate reactivation campaigns target inactive subscribers who have not explicitly unsubscribed, aiming to re-engage them before they completely opt out.

Key considerations

• Strict suppression: Always move unsubscribed contacts to a suppression list to ensure they are never mailed again unless they explicitly re-opt-in.
• Focus on value: Instead of chasing old unsubscribes, marketers should concentrate on providing value to their current engaged subscribers and acquiring new, legitimate ones.
• Segment properly: Properly segmenting your list allows for targeted re-engagement of inactive users without risking contact with unsubscribed individuals, as highlighted by CXL's advice on list reactivation.
• Maintain consent: Regularly review and update consent mechanisms to ensure compliance and a positive subscriber experience.

Key opinions

• Severe reputation damage: Experts agree that reactivating unsubscribes is one of the quickest ways to destroy a sender's reputation, leading to significant deliverability issues.
• Legal non-compliance: It is widely considered a breach of anti-spam laws, risking fines and legal action, as well as violating the terms of service of most ESPs.
• Spam trap risk: Sending to old, opted-out addresses drastically increases the chances of hitting spam traps, which can lead to immediate blacklisting.
• User dissatisfaction: Recipients who have unsubscribed are likely to be annoyed by renewed contact, leading to increased complaints and negative brand perception.

Key considerations

• Prioritize consent: Always ensure clear, explicit consent for all email communications. If consent is withdrawn, it must be honored permanently unless re-established.
• Continuous list hygiene: Implement rigorous processes for removing unsubscribed and inactive addresses to maintain a healthy and engaged list.
• Focus on re-engagement of inactive subscribers: If a subscriber is inactive but not unsubscribed, consider a tailored reactivation strategy to win them back.
• Monitor deliverability metrics: Pay close attention to complaint rates, bounce rates, and sender reputation metrics to detect any adverse impacts of list practices.

Key findings

• Mandatory unsubscribe: Most email marketing laws (e.g., CAN-SPAM) require all commercial emails to include a clear and conspicuous unsubscribe mechanism that must be honored promptly.
• Explicit re-opt-in: If a user has unsubscribed, most platforms and legal frameworks require explicit consent for them to receive emails again, often through a deliberate resubscription process.
• Supplier policies: Email service providers (ESPs) typically have strict terms of service that forbid sending to unsubscribed addresses, with violations leading to account suspension or termination.
• Reputation management: Adhering to unsubscribe requests is a fundamental component of maintaining a positive sender reputation with ISPs and reducing the likelihood of emails being sent to the spam folder.

Key considerations

• Automated suppression: Utilize your ESP's automated unsubscribe and suppression features to ensure compliance and prevent accidental mailings.
• Clear unsubscribe pathways: Ensure your unsubscribe process is straightforward and effective, as outlined in unsubscribe best practices.
• Consent management: Implement robust systems for tracking and managing subscriber consent, ensuring that unsubscribed contacts are correctly marked and excluded from all future mailings.
• Legal adherence: Regularly review and understand the legal requirements for email marketing in all regions where you send, paying particular attention to unsubscribe link requirements.