What is an 'opt out' or 'unsubscribe' link?
Unsubscribe or 'opt out' links allow your prospects to effectively opt out of your future communication. Various laws and policies have been enacted both inside and outside of the US regarding the use of unsubscribe links in 'cold', outbound emails.
In the United States, the CAN-SPAM Act of 2003 outlines the rules and regulations around cold emailing and the use of unsubscribe links, but it's application is not as regulated as other countries, such as Canada, which has a more rigid policy.
It is important to look over these regulations before mailing prospects both in and outside of the US.
Do I have to use an unsubscribe link?
We strongly recommend including the opt out link in all outgoing messages coming from a sequence. We recommend this for two reasons:
- CAN-SPAM Act of 2003
- Using an opt out link is helpful to keep data integrity
- Prospects who do not have the option to 'opt out' but want to remove themselves from your emails will have to reply directly to you and request you to opt them out.
- In doing so, these prospects will be counted as a Reply, which may negatively affect your reply rates.
While we do recommend this practice, it is not required when using Outreach. Users can turn off the unsubscribe link by un-ticking the check box located in the Settings tab of any given sequence.
Customize Your Opt Out Link
Many users want to avoid using unsubscribe links because they believe it looks robotic, or that their prospects will view the use of an unsubscribe link as related to marketing spam.
To avoid appearing this way, we strongly recommend customizing your unsubscribe link in your advanced mailbox settings.
* Please note: Styling (font/size) cannot currently be customized.
To find the unsubscribe link:
- Go to Settings >> Mailboxes >> Edit >> Advanced.
The unsubscribe link is the first text box you see in your advanced mailbox settings.
To customize the verbiage and link:
- Customize the sentence outside of <a href="%unsubscribe_url%"></a>
- Add the linked text in between <a href="%unsubscribe_url%"> and </a>
Example of customized unsubscribe link:
While I am a sales person, I'm not a pest. Don't want to hear from me again? Just <a href="%unsubscribe_url%">click here</a>.
Also check out how to create a custom unsubscribe link.