Summary
When a user unsubscribes from an email list, they must explicitly opt-in again to receive further communications. This typically involves resubscribing through a signup form, engaging in a double opt-in process, or replying to a confirmation request. Email platforms handle unsubscribes, and respecting these requests is vital for maintaining sender reputation and adhering to laws like CAN-SPAM and GDPR. Strategies such as preference centers, re-engagement campaigns, and sunset policies help manage unsubscribes effectively and improve list hygiene by targeting only active and engaged recipients. Proper handling includes immediately removing unsubscribed users from active mailing lists and documenting the re-subscription process for compliance.
Key findings
- Explicit Opt-In: Re-subscription requires explicit opt-in, such as a signup form or double opt-in process.
- Platform Handling: Email platforms, not clients, handle unsubscribe requests.
- Legal Compliance: Adhering to CAN-SPAM and GDPR is essential by respecting unsubscribes and obtaining consent for resubscription.
- List Hygiene: Maintaining list hygiene involves removing unsubscribed users and reconfirming subscriptions.
- Sender Reputation: Respecting unsubscribes is crucial for preserving sender reputation.
Key considerations
- Consent Management: Implement a clear and documented process for obtaining and managing user consent.
- Double Opt-In: Consider using a double opt-in process to confirm the user's intent and reduce spam complaints.
- Re-engagement: Use preference centers and targeted re-engagement campaigns to win back subscribers.
- Documentation: Maintain records of unsubscribe and resubscription events for compliance purposes.
- Data Privacy: Prioritize user data privacy and ensure all processes align with relevant regulations.
What email marketers say
11 marketer opinions
When a user unsubscribes from an email list, they must explicitly opt-in again to receive future emails. This re-subscription typically involves a form or double opt-in process to confirm their intent. Respecting unsubscribe requests is crucial for maintaining sender reputation, complying with laws like CAN-SPAM and GDPR, and ensuring a clean and engaged email list. Strategies such as preference centers, targeted re-engagement campaigns, and sunset policies can help manage unsubscribes and win back subscribers effectively.
Key opinions
- Explicit Opt-In: Users must explicitly opt-in again after unsubscribing, typically through a form or double opt-in process.
- Respect Unsubscribes: Respecting unsubscribe requests is crucial for maintaining sender reputation and complying with laws like CAN-SPAM and GDPR.
- Email Platform Handling: Re-subscribes are handled by the email platform, not the email client; unsubscribing sends a signal to the email platform to unsubscribe.
- Double Opt-In: Double opt-in for re-subscriptions confirms user intent, reduces spam complaints, and improves list hygiene.
- Re-engagement Strategies: Strategies like preference centers, targeted re-engagement campaigns, and sunset policies can help manage unsubscribes and win back subscribers.
Key considerations
- Legal Compliance: Ensure compliance with CAN-SPAM and GDPR by honoring unsubscribe requests and obtaining explicit consent before re-subscribing users.
- Sender Reputation: Maintain a positive sender reputation by avoiding sending emails to unsubscribed users and ensuring a clean, engaged email list.
- Documentation: Document the re-subscription process to provide proof of consent in case of disputes or legal inquiries.
- List Hygiene: Regularly clean your email list by removing unengaged users and implementing sunset policies to improve deliverability and engagement rates.
- User Experience: Provide a seamless and user-friendly re-subscription process to encourage users to opt-in again while respecting their initial unsubscribe request.
Marketer view
Email marketer from Reddit - r/Emailmarketing shares that after someone unsubscribes, you should require them to actively opt back in using a signup form or a similar method. Sending emails to unsubscribed users is a violation of CAN-SPAM and GDPR.
31 Mar 2022 - Reddit - r/Emailmarketing
Marketer view
Email marketer from GlockApps Blog shares that a reconfirmation campaign provides additional opportunities for users to confirm they want to stay subscribed. The tool walks through how to set up an automated reconfirmation campaign.
27 Dec 2023 - GlockApps Blog
What the experts say
3 expert opinions
Experts emphasize the importance of explicit re-subscription processes after a user unsubscribes. This often involves requiring a confirmation step, such as a reply or click, to ensure the user actively wants to be re-added to the mailing list. Proper unsubscribe handling, including immediate removal from active lists, is crucial. Regular reconfirmation of subscriptions helps maintain list health by targeting only active and willing recipients.
Key opinions
- Explicit Confirmation: Require explicit confirmation (e.g., reply or click) for re-subscription to ensure active consent.
- Immediate Removal: Immediately remove unsubscribed users from active mailing lists to avoid unwanted communication.
- Documented Opt-In: Ensure the re-subscription process is documented to provide proof of consent.
- List Health: Regularly reconfirm subscriptions to maintain a healthy list of active and engaged recipients.
Key considerations
- User Experience: Balance the need for confirmation with a smooth and user-friendly re-subscription experience.
- Legal Compliance: Ensure all re-subscription processes comply with relevant regulations (e.g., CAN-SPAM, GDPR).
- Data Security: Protect user data during the re-subscription process and ensure secure data handling practices.
- Documentation: Maintain clear records of unsubscribe and re-subscription events for audit and compliance purposes.
- Communication: Clearly communicate the re-subscription process and the benefits of opting back in to the user.
Expert view
Expert from Email Geeks suggests that any emails after a person unsubscribes should require a "reply/click to confirm you want to be readded". Make them take the extra step so that you have the documentation to prove they wanted to be readded to the mailing list.
2 Jan 2022 - Email Geeks
Expert view
Expert from Spam Resource explains that proper unsubscribe handling is critical. When a user unsubscribes, they should be immediately removed from active mailing lists. Any subsequent communication should only occur if the user explicitly resubscribes through a documented opt-in process.
28 Mar 2025 - Spam Resource
What the documentation says
3 technical articles
Email marketing documentation indicates that once a user unsubscribes, their status is updated, and they must explicitly opt-in again to resubscribe, often via a signup form. GDPR requires explicit, freely given consent for sending marketing emails after unsubscription. The CAN-SPAM Act mandates honoring unsubscribe requests promptly, with penalties for emailing unsubscribed users.
Key findings
- Explicit Opt-In Required: Users must explicitly opt-in again to resubscribe after unsubscribing.
- GDPR Consent: GDPR mandates explicit, informed, and unambiguous consent for sending marketing emails after unsubscription.
- CAN-SPAM Compliance: The CAN-SPAM Act requires honoring unsubscribe requests, with penalties for non-compliance.
Key considerations
- Legal Compliance: Ensure all re-subscription processes comply with GDPR and CAN-SPAM regulations.
- Consent Management: Implement a clear and documented process for obtaining and managing user consent for email marketing.
- Data Privacy: Prioritize user data privacy and ensure that all data handling practices align with GDPR requirements.
- Process Transparency: Provide transparent information about the re-subscription process to users.
- Record Keeping: Maintain detailed records of unsubscribe and re-subscription events to demonstrate compliance.
Technical article
Documentation from Mailchimp Knowledge Base explains that when a contact unsubscribes, their status is updated to 'Unsubscribed.' To resubscribe, the contact must explicitly opt-in again, typically through a signup form. Mailchimp outlines the process and legal requirements for handling re-subscriptions.
23 Apr 2024 - Mailchimp Knowledge Base
Technical article
Documentation from FTC.gov states that the CAN-SPAM Act requires honoring unsubscribe requests promptly. Sending emails to someone who has unsubscribed violates the law and can result in penalties.
31 Jan 2022 - FTC.gov
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