What is an opt out?

Opt out

An opt out is a subscriber's choice to stop receiving marketing communications from you. When someone clicks "unsubscribe" at the bottom of your email, they're opting out of future messages from that list or campaign.

The term works both ways: as an action ("they opted out") and as a mechanism ("include an opt-out link"). Either way, it represents a subscriber exercising their right to withdraw consent they previously gave.

Why opt outs matter for your business

Opt outs aren't just a legal checkbox. They're a signal about your email program's health and a protection for your sender reputation.

Every major email regulation requires you to honor opt-out requests. The CAN-SPAM Act in the US mandates a clear unsubscribe mechanism in every commercial email. GDPR in Europe gives subscribers the explicit right to withdraw consent at any time. Ignoring these requirements can result in significant fines and, worse, getting your domain blacklisted by inbox providers.

Beyond compliance, opt outs protect something more valuable: your deliverability. When subscribers who don't want your emails stay on your list, they stop opening. They might mark you as spam. Both behaviors tell inbox providers your content isn't wanted, pushing more of your emails to the junk folder for everyone, including people who actually want to hear from you.

A clean list of engaged subscribers will always outperform a bloated list of reluctant recipients.

Opt out vs. opt in: what's the difference?

These terms describe opposite moments in the subscriber relationship.

Opt in happens at the beginning. A visitor gives you permission to email them, usually by entering their address in a signup form or checking a consent box. In regions governed by GDPR, this consent must be explicit and freely given before you send anything.

Opt out happens later. Someone who previously opted in decides they no longer want your emails and withdraws that permission.

The US takes an opt-out approach to email marketing: you can email people until they ask you to stop. The EU takes an opt-in approach: you need permission before the first message. Regardless of where your subscribers live, providing both a clear way to join and a clear way to leave builds trust and keeps your list healthy.

How to set up an effective opt-out process

Your unsubscribe experience should be as frictionless as your signup. Here's what that looks like:

1. Make the link visible. Place your unsubscribe link in a consistent location, typically the email footer. Don't hide it in tiny gray text or bury it behind multiple clicks.
2. Process requests immediately. CAN-SPAM allows up to 10 business days, but subscribers expect instant results. In ActiveCampaign, unsubscribe requests are processed automatically the moment someone clicks.
3. Offer alternatives before goodbye. A preference center lets subscribers adjust frequency or choose specific topics instead of leaving entirely. Someone overwhelmed by daily emails might happily stay for a weekly digest.
4. Confirm the action. A simple confirmation page reassures subscribers that their request went through. This is also an opportunity to let them re-subscribe if they clicked by accident.
5. Never require a login. Forcing subscribers to remember a password just to unsubscribe creates frustration and increases spam complaints.

What happens after someone opts out

When a subscriber opts out, they should be added to a suppression list that prevents future marketing emails to that address. This list persists even if the same email address is imported again later, protecting you from accidentally re-subscribing someone who asked to leave.

Transactional emails, like order confirmations or password resets, can still be sent to opted-out addresses because they're not marketing. However, mixing promotional content into transactional messages is a compliance risk you'll want to avoid.

If you're running win-back campaigns to re-engage dormant subscribers, make sure you're targeting inactive subscribers who haven't opted out, not people who explicitly asked to stop hearing from you.

FAQs

How quickly do I need to honor an opt-out request?
CAN-SPAM requires processing within 10 business days, but best practice is immediate. Most email platforms, including ActiveCampaign, handle this automatically.

Can I email someone who opted out if they're on a different list?
It depends on your setup. A global unsubscribe removes them from all marketing emails. A list-specific unsubscribe only removes them from that particular list. Be clear with subscribers about what they're opting out of.

What's the difference between unsubscribing and marking as spam?
Unsubscribing uses your opt-out mechanism. Marking as spam tells the inbox provider your email is unwanted, which damages your sender reputation. A visible, easy unsubscribe link reduces spam complaints by giving frustrated subscribers a better exit.

Should I try to convince people to stay when they unsubscribe?
A brief "Are you sure?" or preference options are fine. Guilt trips, hidden unsubscribe buttons, or multi-step processes backfire: they increase spam complaints and erode trust.

Ready to build an email program that respects subscriber choices and drives results? Start your free ActiveCampaign trial and see how easy list management can be.

📋 Editor's Review Notes

Overall Risk Level: LOW

Summary: This is a clean, well-written piece with minimal compliance concerns. One link needs verification, and one claim about ActiveCampaign functionality should be confirmed, but otherwise this is ready for publication.

Issues Found

1. Mismatched Internal Link

• Location: "A preference center lets subscribers adjust frequency..."
• Issue Type: Content Quality / Link Accuracy
• Concern: The anchor text says "preference center" but the URL points to a welcome email series article. This creates a confusing user experience and looks sloppy.
• Suggested Action: Replace with a link to actual preference center documentation or a blog post specifically about preference centers. If no such content exists, either remove the link or change the anchor text to match the destination.

2. Product Claim to Verify

• Location: "In ActiveCampaign, unsubscribe requests are processed automatically the moment someone clicks."
• Issue Type: Factual Accuracy
• Concern: This is a specific claim about how the product works. While likely accurate, it should be verified with product documentation to ensure we're not overstating the immediacy or creating support issues.
• Suggested Action: Confirm with product team or documentation that this is technically accurate as stated.

Items to Verify

• Confirm ActiveCampaign processes unsubscribes instantly (not batched or delayed)
• Find correct URL for preference center content to replace the mismatched link

Positive Notes

• Legal claims about CAN-SPAM (10 business days) and GDPR (right to withdraw consent) are accurate and appropriately qualified
• No unverified statistics or suspicious numbers
• Tone is warm and helpful without being condescending
• Good balance of compliance information and practical advice
• The editor's note about proof points shows appropriate restraint—better to have no proof point than a forced one
• Internal links to win-back campaigns and free trial are appropriate and correctly matched