What is opt-out?

Opt-out email marketing is the practice of sending email marketing messages to subscribers who have not explicitly stated that they do not want to receive such information. Spammers operate on this premise. The practice:

  • Often draws spam complaints from recipients who were not expecting the email
  • Typically results in lower email engagement rates

Both consequences have a negative effect on sender reputation.

Opt-in email marketing, where messages are only sent to those who request them, is more effective.


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