By practicing good list hygiene, you increase the likelihood of successful delivery of your email. List hygiene involves processing unsubscribe requests and abuse complaints in a timely manner.
According to the American Federal CAN-SPAM law, senders must allow recipients to unsubscribe through postal mail. As a best practice, you should include all of the following methods.
- Email unsubscribe - A recipient unsubscribes by sending an email to a specific email address that is monitored or automatically processed.
- Web-based unsubscribe - Most commonly used, the sender provides a link to a web form where recipients enter their email addresses to unsubscribe.
- Postal mail - The recipient can send a letter through the postal service to a physical address that is monitored and can be used to unsubscribe from a list. This method is not commonly used, but the ability to use it is a US Federal requirement.
- List-unsubscribe - You can also use list-unsubscribe with domains that allow it. Acoustic Campaign supports list-unsubscribe. It is enabled by default.
For more information, see the article on Why is there an Unsubscribe link at the top of my sent email?.
ISP abuse complaints
ISP abuse complaints should be considered urgent, mandatory unsubscribe requests. Processing feedback loops and unsubscribing complainants in a timely fashion is a legal requirement in many countries, a Federal law in the USA, and is considered a best practice everywhere.