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Cathleen_LaFon2
Cathleen_LaFon2
Level 1
April 4, 2018
Question

Providing opt-out link for a publication e-blast

  • April 4, 2018
  • 1 reply
  • 1883 views

When purchasing an e-blast rental through a third party partner, what is the typical process for providing your company's opt-out link? Since we are not the ones deploying the email, do we need to provide our own opt-out? If the subscriber wants to opt-out, shouldn't they just opt-out from the publication?

Typically, we have provided it in the past if a publication requests it, but open to hearing more ideas on why or why not it is necessary.

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1 reply

SanfordWhiteman
SanfordWhiteman
Level 10
April 4, 2018

It's required -- even in the US, which has very loose spam laws -- that you include an unsubscribe link.

You can't legally send this email without one. Surprised it would even be a question.

Of course it could link to their site (if you honor the opt-out as well, i.e. you do not send until you re-sync with them) but "they didn't give me an unsubscribe link" isn't a defense.

Cathleen_LaFon1
Cathleen_LaFon1
Level 1
April 4, 2018

Well, yes, but why wouldn't the publications opt-out link suffice? The publication has their own unsubscribe option, if we're using their database, why do we need to provide ours in addition to theirs?

SanfordWhiteman
SanfordWhiteman
Level 10
April 4, 2018

Do you honor their opt-out automatically? Will you not send to these people again before you've re-merged their list? (And they may simply omit opt-outs on the next list export, which isn't enough b/c you need to find and flip existing leads to opt-out on your side.)

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