Email opt out is the process of a recipient choosing to stop receiving marketing emails from a specific sender.
Email opt out is linked to the laws and regulations around electronic communications such as the CAN-SPAM Act in the US and the General Data Protection Regulation (GDPR) in the EU. These laws require businesses to give recipients a clear and easy way to opt out. Not complying can result in big fines and damage to your business’s reputation.
Types of Email Opt-Out
There are two types of email opt-out: single opt-out and double opt-out. Single opt-out is when the recipient clicks on an opt-out link in an email and they are instantly removed from the list. Simple and easy but also prone to accidental clicks and misunderstandings.
Double opt-out involves an extra step. After clicking on the opt-out link the recipient is taken to a page where they must confirm their opt out. More complicated but prevents accidental opt-outs and provides a clear record of the recipient’s intent to opt out.
Single Opt-Out
In a single opt-out process the recipient can opt out of receiving further emails by simply clicking on an opt-out link in an email. Once they click on the link they are instantly removed from the list. Simple and easy for the recipient to exercise their right to opt out.
But single opt-out has its downsides. One is accidental clicks which can lead to unintended opt-outs. And because the process is so simple it may not provide a clear record of the recipient’s intent to opt out which can be a problem in the event of a dispute.
Double Opt-Out
Double opt-out adds an extra step to the opt-out process. After clicking on the opt-out link in an email the recipient is taken to a page where they must confirm their opt out.
