Unsubscribe Handling - Best Practices

It is important to give your recipients the ability to unsubscribe from emails. First, it is required by the CAN-Spam Act. Second, if you don't give them this option, they are more likely to click on the spam complaint button, which will cause more harm than allowing them to unsubscribe. Finally, many MBPs (Mailbox Providers) look for unsubscribe links and are more likely to filter your email if they don't have them.

Tenon gives you the ability to include an unsubscribe link in your email. In addition, we will automatically stop sending to email addresses that have unsubscribed.

Do:

• Always include a clearly visible unsubscribe link in every email footer.
• Avoid burying the link in long paragraphs of text or hiding it behind vague wording like “manage preferences” without context.
• Use plain, friendly language, such as:
  • “Click here to unsubscribe from future emails.”
• Suppress unsubscribed contacts from future sends without requiring user intervention.
• Monitor unsubscribe rates across campaigns.
  
  

Don’t:

• Require a login to unsubscribe.
• Use deceptive UI (dark patterns) to hide the unsubscribe process.
• Require feedback to process the unsubscribe.

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