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How Not To Handle Unsubscribes

Laura of Word to the Wise has an excellent post up on How not to handle unsubscribes regarding her experience trying (and failing) to be unsubscribed from Paypal’s lists.1

The only thing she left out was this quote:

For example, DMA argued that ‘‘tracking by account information also makes it easier to honor opt-out requests for customers regardless of what they change their email address to.’’ The Commission does not find this argument persuasive, because, as the Commission stated in the NPRM, ‘‘according to CAN-SPAM, opt-out requests are specific to a recipient’s email address, not his or her name,’’ and, in this case, certainly not to his or her account information.2

Demanding a link to some account is a big no-no under CAN-SPAM.

Sender beware.

Footnotes

  1. Laura Atkins, How Not to Handle Unsubscribes, Word to the Wise (Jun. 24, 2008), https://wordtothewise.com/2008/06/how-not-to-handle-unsubscribes/ (last visited Jun 24, 2008). ↩︎
  2. Definitions and Implementation Under the CAN-SPAM Act; Final Rule, 16 Fed. Reg. 29654, 29675 (2008), https://www.ftc.gov/sites/default/files/documents/federal_register_notices/definitions-and-implementation-under-can-spam-act-16-cfr-part-316/080521canspamact.pdf. ↩︎

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Mickey

A recognized leader in the fight against online abuse, specializing in email anti-abuse, compliance, deliverability, privacy, and data protection. With over 20 years of experience tackling messaging abuse, I help organizations clean up their networks and maintain a safe, secure environment.