ALWAYS SUPPLY AN OPT-OUT MECHANISM
RULE OF THUMB NO. 2
Opt out mechanism is to supply a URL in the e-mail
Even when you have a clear opt-in event (which is the only situation where you should be sending commercial e-mail), you must include an opt-out mechanism in the e-mail. You must give the recipient the option of communicating with you that your e-mail is no longer welcome. The mechanism you use must work to get that communication to you in a timely manner and you must immediately obey the opt-out request. Opt-out mechanisms are generally of two types. One is a line in the e-mail that states that one can reply to the e-mail or send an e-mail to another stated address, putting “REMOVE” in the subject heading. The other common opt-out mechanism is to supply a URL in the e-mail, which if clicked on, will automatically remove from your mailing list. Either one is fine—as long as it works.
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A belief commonly held among Internet users is that opt-out mechanisms are untrustworthy. It is often advised that the process is used by unscrupulous marketers to confirm that you have a working e-mail address, which they will use for further spamming rather than to remove you from the list. Therefore, any mistake or negligence with your opt-out mechanism will immediately put you under a cloud of suspicion. Make sure that you timely and carefully attend to your opt-out requests.
An opt-out request must be immediately honored. Despite what many ill-informed people believe and say, you should know that it only takes one “no” anywhere in the process to void all prior expressions of consent. There is no way to trap anyone into being forced to receive e-mail from you. Nothing they do prevents them from opting out at any later point.
One tricky situation for opt-outs is the opt-in mail list. You send your mail to the list and the list then forwards it to the other members on the list. Often you will be sent a request to remove from one of the other members, but you do not have the capacity to remove them from the list. In opt-in e-mail list situations, you should always include a statement in your e-mail advising the recipients that the e-mail is being sent through a particular e-mail list and that they must remove themselves from the list to opt-out of the e-mail. Give them the name of the list and the opt-out address.
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