How long does it take for an unsubscribe request to take effect?

Under regulations like the CAN-SPAM Act, companies have a grace period, usually up to 10 business days, to process your unsubscribe request. During this time, you might still receive emails that were scheduled prior to your opt-out.

Should I mark unwanted emails as spam or unsubscribe?

Marking an email as spam signals to your email provider that the sender is sending unwanted messages, which can help filter future emails from that sender to your spam folder. Unsubscribing, on the other hand, tells the sender you no longer wish to receive their communications. If an unsubscribe link doesn't work or emails persist beyond the legal grace period, marking as spam is often the next step.

What is a re-engagement email?

A re-engagement email is a legitimate marketing tactic designed to reconnect with inactive subscribers. Marketers send these to gauge interest and clean their lists by identifying subscribers who still want to receive content versus those who should be removed. They typically ask if you still want to remain subscribed.

Can companies legally send me emails after I unsubscribe?

Once you've formally unsubscribed, companies are legally required to stop sending you marketing emails within a specified timeframe (e.g., 10 business days in the US). If they continue sending after this period, they are violating anti-spam laws. However, they may still send transactional emails related to services you use.

Why do some companies have trouble processing unsubscribe requests?

Reasons for unsubscribe issues include delays in processing, being on multiple mailing lists from the same sender, technical errors during email service provider migrations, or poor data management that results in duplicate entries or incorrect suppression.

Why am I getting repeated re-engagement emails after unsubscribing? - Compliance - Email deliverability - Knowledge base

It's incredibly frustrating. You've gone through the process, clicked the unsubscribe button, perhaps even received a confirmation, yet days or weeks later, those same re-engagement emails keep landing in your inbox. This experience is not only annoying for recipients but also damaging for sender reputation.

There are several reasons why this might happen, ranging from legal processing times to technical glitches within the sender's systems. Understanding these can help clarify why your unsubscribe requests sometimes seem to go unheard and what you can do about it.

Why you're still receiving emails

One of the primary reasons you might still be receiving emails after opting out is the legal processing time. While it feels immediate, companies are typically granted a grace period to process unsubscribe requests. For instance, the CAN-SPAM Act in the United States allows senders up to 10 business days to honor an unsubscribe request.

Understanding unsubscribe processing

Even after you click unsubscribe, your email address needs to be removed from all relevant mailing lists and segments within the sender's system. This process is not always instantaneous and can involve various databases and automated workflows. During this transition period, you might receive a few more communications that were already queued for delivery, or from lists that haven't yet been updated. Some people wonder why do people keep getting emails after unsubscribing, and this processing delay is a common factor.

Another common scenario is being subscribed to multiple lists under the same company or brand. When you unsubscribe from one newsletter, you might still be on another list for product updates, promotional offers, or transactional emails. Companies should provide a preference center that allows you to manage all your subscriptions from that sender in one place, but not all do. This often leads to situations where it seems companies ignore opt-out requests.

Sometimes, the issue is simply a segmentation error. If a sender's email system isn't properly configured, it might not exclude recently unsubscribed contacts from subsequent campaigns, especially if those campaigns were pre-scheduled or if dynamic segmentation rules are flawed. This can be particularly prevalent when a company is migrating between email service providers.

Re-engagement strategy explained

Legitimate re-engagement campaigns are a common tactic for marketers to reconnect with inactive subscribers before removing them from their mailing lists entirely. The goal is to prompt a re-interest or a clear opt-out, helping marketers maintain healthy, engaged lists. These emails usually have a clear call to action, like "Do you still want to hear from us?" However, the distinction between a proper re-engagement and an ignored unsubscribe can sometimes be blurry for recipients.

Good re-engagement practices

Clear Purpose: Clearly states the intention is to confirm interest or allow a final opt-out.
Single Attempt: Often sent as a single email or a short, distinct series, not an ongoing barrage.
Easy Opt-Out: Provides a prominent, working unsubscribe link.

Bad re-engagement practices

Deceptive Subject Lines: Using aggressive or misleading subject lines to coerce opens.
Repeated Attempts: Sending the same message repeatedly, ignoring prior unsubscribes.
Ignoring Feedback: Continuing to send after explicit negative engagement, like spam reports.

While re-engagement emails can be a valuable tool for maintaining a healthy subscriber list, poorly executed campaigns can backfire. If a company sends these emails to someone who has clearly expressed a desire to unsubscribe, or if the campaign itself is overly aggressive, it can lead to frustration, increased spam complaints, and damage to sender reputation.

It's important for senders to respect recipient preferences and to segment lists properly to ensure re-engagement efforts are targeted only at genuinely inactive subscribers, not those who have already opted out. Understanding when to stop sending is crucial for deliverability and trust.

Technical issues and data hygiene

Beyond deliberate re-engagement attempts, technical issues can also cause you to receive unwanted emails. Companies undergoing a migration to a new email service provider (ESP) sometimes face challenges in porting and synchronizing their suppression lists effectively. This can lead to subscribers being inadvertently added back to mailing lists or unsubscribe requests not being carried over correctly.

Issue	Description	Impact
ESP migration	Unsubscribe lists not fully transferred or synced between old and new platforms.	Previous unsubscribes may reappear on active lists, leading to unwanted emails.
Database logic errors	Flaws in how subscriber data is managed, leading to incorrect segmentation.	Emails sent to segments that should have been excluded, like those who unsubscribed.
List hygiene issues	Outdated or unclean email lists that haven't been regularly audited.	High bounce rates, increased spam complaints, and poor sender reputation.

Sometimes, the problem can also be attributed to poor data hygiene on the sender's part. If email lists are not regularly cleaned and maintained, duplicate entries or outdated subscriber statuses can persist, leading to emails being sent erroneously. This is why it's important for email senders to prioritize regular list cleaning and validation.

In some cases, simple user error, such as slight variations in an email address (like gmail.com vs. googlemail.com, or dots in

Gmail addresses) can result in one version of an address being unsubscribed while another continues to receive emails.

What you can do as a recipient

When faced with repeated re-engagement emails after unsubscribing, it's important to understand your options. First, allow for the legally mandated processing time, which is typically up to 10 business days. During this period, it's possible to receive a few more scheduled emails.

How to handle unwanted emails

Wait it out: Give the sender the full 10 business days to process your unsubscribe request.
Check other folders: Ensure the unsubscribe confirmation isn't in your spam or promotions folder.
Mark as spam judiciously: If emails persist beyond the grace period, consider marking them as spam. This signals to your email provider (like Google or Microsoft Outlook) that the sender is sending unwanted mail.

If the emails continue despite your best efforts, you might also want to explore whether a particular company is known for issues with opt-out compliance. Sometimes, a direct message to their customer support can resolve the issue quicker than relying solely on automated unsubscribe links.

Remember, legitimate businesses should always make it easy to unsubscribe. If you find yourself in a constant battle with a sender, it might be a sign of deeper compliance or deliverability issues on their end. Understanding why your emails are going to spam can be complex.

Views from the trenches

Best practices

Always honor unsubscribe requests promptly and within legal timeframes.

Implement a clear preference center for subscribers to manage all communication types.

Maintain clean and segmented email lists to avoid sending to opted-out contacts.

Communicate transparently with subscribers during ESP migrations or system changes.

Common pitfalls

Failing to synchronize unsubscribe lists across different platforms or brands.

Using overly aggressive or misleading subject lines for re-engagement campaigns.

Sending repeated re-engagement emails to the same recipient after an unsubscribe.

Not thoroughly testing segmentation logic, leading to inclusion of opted-out users.

Expert tips

Regularly audit your unsubscribe process and list suppression mechanisms.

Consider transactional and marketing emails as separate streams for opt-out clarity.

Prioritize user experience to minimize frustration and spam complaints.

Ensure DMARC, SPF, and DKIM are correctly configured for authentication.

Marketer view

Marketer from Email Geeks says they received repeated aggressive re-engagement emails from a company shortly after attempting to unsubscribe, despite the same message content being sent multiple times with altered subject lines.

2019-01-31 - Email Geeks

Expert view

Expert from Email Geeks says that legally, companies have up to 10 days to process an unsubscribe request, suggesting that the emails might be part of a legitimate re-engagement program while the unsubscribe request is still pending.

2019-01-31 - Email Geeks

Ensuring a respectful email experience

Receiving repeated re-engagement emails after unsubscribing can be a nuisance, stemming from a mix of legal processing times, marketing strategies, and technical system errors. While legitimate re-engagement campaigns aim to reconnect, poor execution can undermine trust and harm a sender's reputation.

For senders, prioritizing accurate suppression lists and clear communication is paramount. For recipients, understanding the various causes and knowing how to respond, whether by waiting, marking as spam, or contacting support, can help reclaim control over your inbox. Ultimately, effective email marketing hinges on respecting subscriber preferences and maintaining transparency.