An opt-out reply needs a defined path: receive it, decide whether it clearly asks to stop, apply suppression, and keep the record. The reply inbox is part of the opt-out mechanism, so it needs one route that can act and another for unclear messages. A reply such as "do not text me again" can revoke permission even if an automated keyword parser misses it. Route unrecognized replies for prompt review, suppress the number when intent is clear, and retain the request and processing timestamp.1
Set up the reply channel
Before a reply arrives, decide where it goes and who can apply the change. Most legitimate bulk mail should offer several ways to accept unsubscription requests.2 In most jurisdictions, the sender is legally required to offer a functional, easy-to-use unsubscription channel.3
Keep replies open and route them to a customer support team. Empower customer support staff to remove recipients from the list.4 Set this routing before sending. Define the action that follows a clear request, and give the person receiving the reply a direct path to suppression instead of forwarding it through several queues.
Triage the reply
Read each reply for intent before labeling or forwarding it. Use the recipient's wording to choose between suppression and review: suppress a clear request, and route unclear wording for review until someone can interpret it.
Keep the opt-out decision separate from any request for a reason. A person does not need to explain the request before suppression proceeds.
Apply suppression across future sends
Once intent is clear, apply suppression at the level that controls future marketing sends. A reply has been handled only when the resulting suppression covers the lists that could send the message.
For an online-store email unsubscribe, block covered marketing email across the store's lists, then assess advertising use under the separate request and policy.5
The system or process must update end-user preferences so that within 48 hours an unsubscribed end user no longer receives unwanted emails.6 Keep the opt-out mechanism able to process requests for at least 30 days after the message is sent.7
Record the decision and close the loop
If you ask why someone unsubscribed, do it after the person has unsubscribed.8 Make feedback optional and downstream of suppression. The answer can inform later changes without delaying the requested action.
What not to do
- Do not use a workflow in which the recipient replies and the person handling replies removes them from the list. It is a problematic way to handle unsubscription requests.9
- Do not send mail from an address that cannot accept replies, or let replies bounce, receive an automatic answer, or disappear without handling.10
- Recipients can stop mail by unsubscribing or marking it as spam.11 Make the unsubscribe path as easy as possible so they can take that route instead of marking messages as spam.12
Test clear wording and replies the parser does not recognize, then verify that the resulting record governs later sends.