Building an email list is still one of the most cost-effective ways to reach your audience and drive sales. But as your list grows, a certain percentage will inevitably unsubscribe, so it’s important to understand how to comply with email unsubscribe laws.

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What are email unsubscribe laws?

Businesses targeting a U.S. audience are subject to the CAN-SPAM Act, a law passed by Congress to protect consumers from unwanted email messages. This law sets rules for commercial email and gives consumers the right to unsubscribe from any email list.

Companies that violate this law are subject to hefty fines—according to the FTC, each separate email violation is subject to penalties of up to $53,088. Here are some of the rules outlined by the CAN-SPAM Act:

  • Do not use false or misleading information in headers.
  • The subject line must accurately reflect the content in the email.
  • You must disclose that the email is an advertisement, when applicable.
  • You must include a valid postal address.
  • Recipients must have an easy way to opt out of receiving emails.
  • You must honor unsubscribe requests promptly.

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Benefits of email unsubscribers

When you're working hard to build your email list, having someone unsubscribe can feel defeating. But a certain amount of unsubscribers can actually improve your list—here’s why:

  • Higher engagement rates: By making it easier for people to opt out of your email list, you're creating a more engaged audience. Engaged subscribers are more likely to open your emails, click on links you include, and become or stay customers.
  • Reduced costs: Most email marketing software charges a monthly fee based on the total number of subscribers. Disinterested subscribers who opt out lower your email marketing costs.
  • Improved deliverability: When users can't figure out how to unsubscribe, they usually send the email to their spam folder. High spam rates can hurt your reputation and email deliverability.

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You can ask for feedback as to why customers unsubscribed, but this should always be optional.

Designing a user-friendly unsubscribe experience

Making it easy for customers to unsubscribe isn’t just a legal requirement—it’s a good business practice as well. Making it difficult for customers to unsubscribe can create a poor user experience and hurt your company’s reputation. Here’s how to create a user-friendly unsubscribe process:

  • Make it as easy as possible: Avoid using vague phrases like “manage your email options” and instead, use direct wording like “unsubscribe from all emails.” It’s also important to ensure the link is visible and in a location users expect—most companies place it toward the bottom of the email.
  • Don’t add unnecessary steps: Never require customers to log into their account or complete an unsubscribe survey just to opt out.
  • Process unsubscribe requests immediately: Legally, you have up to 10 business days to honor unsubscribe requests, but it’s best to take care of them immediately. Your email marketing subscriber can handle this for you.
  • Don’t send a confirmation email: Sending a confirmation email after someone unsubscribes isn’t polite—it’s annoying. That subscriber just said they don’t want more emails, so sending a confirmation email comes across as tone-deaf.

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Reducing unsubscribes with preference centers

You can allow users to unsubscribe by clicking an unsubscribe button or giving them access to a preference center. A preference center is more customizable and lets consumers pick which types of emails they want to unsubscribe from.

A preference center lets subscribers:

  • Choose the email frequency—for example, weekly vs. monthly updates.
  • Opt out of specific categories like promotional emails or product updates.
  • Pause emails temporarily instead of unsubscribing completely.

This approach gives your audience more options and can reduce your overall unsubscribes. However, just make sure the options are easy to understand and allow customers to unsubscribe from all emails if that’s their preference.

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What to include in your unsubscribe confirmation message

After someone unsubscribes, they should receive a message confirming that they’re no longer signed up for your email list. But instead of sending a confirmation email, it’s best to create an unsubscribe page that users will be redirected to.

Your unsubscribe page can include a confirmation that the request was processed and an option to re-subscribe if it was an accident or the individual changed their mind. You can ask for feedback as to why customers unsubscribed, but this should always be optional. This approach avoids irritating your audience while still letting them know the unsubscribe request went through.

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CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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