Opting Out Easily

Anyone working on an email marketing campaign should know that CAN-SPAM requires a “clear and conspicuous”, functioning opt-out mechanism and a physical address in all commercial e-mail. Email marketers do not want to inadvertently fail to meet these requirements.

By following the following three easy rules, you can be confident you are complying with opt-out requirements.

• Make it easy to find

Don’t hide it in terms, conditions or disclaimers. Studies have shown that commercial messages are views for as few as 15 – 20 seconds. While it is not necessary to put your opt-out information on the top of the fold, make sure it is easy to find while quickly scanning the message

• Make it easy to read

Use text instead of an image for this copy. Use the standard size font and standard color. Don’t depend on the style sheet to keep text visible. It is important to keep your opt-out copy short and to the point. While some content analyzers do look for opt-out copy, a large number of those same analyzers are also looking for heavy-duty images to avoid content filtering, while using small print and hard to read copy.


• Make it easy to use

Give your subscribers at least two on-line methods to opt-out. Most often this is a link to click on and a reply with “remove or unsubscribe” in the subject line. This covers all bases if a link is disabled due to anti-spam tools, the e-mail address will still be available.

By keeping you opt-out process easy to find, easy to read and easy to use, it will make it easier to help keep your email marking campaign CAN-SPAM compliant.