Email FAQ

How do Opt-Outs work?

Before we get to opt-outs, let’s talk about opt-ins and audiences.

To understand Opt-outs, we need to understand the ways in which someone will become part of your audience. There are ten ways that anyone can become part of your audience:

  1. They have explicitly opted-in on one of your forms.


Tip! We recommend that you base your email recipients primarily off of opt-ins because they are the most explicit indication for managing subscriptions.

2. They have an interest tag based on an interaction with a promotion, offer, or message.


3. They have told you their location (zip code).


4. They have told you their age.


5. They have told you their gender.


6. Based on their past purchasing behavior.


7. Based on custom data they have submitted through a form.


8. Based on their participation in a specific promotion.


9. Based on their interaction with a specific message.

10. If they were part of an uploaded audience list.


How does someone opt-out?

2020-11-24_17-53-38On every opt-out page, there is an option at the bottom so the recipient can opt-out of everything from your organization. This is required by the CAN-SPAM Act.

Partial Opt-Out Scenarios

Opt-ins


2020-11-24_18-17-33If the user received the message because of an opt-in (or opt-ins) we will show the opportunity to opt-out of that opt-in (or those opt-ins).

Tip! We recommend that you base your email recipients primarily off of opt-ins because they are the most explicit indication for managing subscriptions.

Example: You send an email about a March Madness watch party you are hosting at a local sports bar. It is sent to an audience of people who have explicitly opted-in to receive emails about both March Madness and Upcoming Events.

Tags2020-11-24_18-39-41

If the user received the message because of how they are tagged, we will show the tag(s) that caused them to receive the message. They can then un-tag themselves.

Example: You send an email about an upcoming auto show. It is sent to an audience of people who have previously shown interest in autos & vehicles in general.

Tip! Tags are only available to partners who have Audience Insights. Also, there is currently not a way for a user to opt back into a tag or message category (without you as the partner submitting a custom request to Second Street).

Opt-in and Tag

2020-11-24_18-44-26If the user received the message because of both an opt-in and a tag, we will only show the opt-in. We do this because it is best for them to disassociate themselves from the most discrete audience data we have for them. Otherwise, they might be removed from other audiences and miss out on important emails.

Example: You send an email regarding a breaking news topic in your community. It is sent to an audience of people who have previously shown interest in news and have explicitly requested communication about breaking news.

Other Reason

2020-11-24_18-49-15If the user received the message for any other reason, then we will give them the opportunity to opt-out of that message category.

Example: You send a message that is categorized News to an audience of all the men in your database. On the opt-out page, we would only show them the option to opt-out of the News message category.

Example: You send a message that is categorized Advertiser Offer to an audience of everyone who lives within a 20 mile radius of 62025 and has purchased a Speed Lube Oil Change deal. On the opt-out page, we would only show them the option to opt-out of the Advertiser Offer message category.

Opt-out Hierarchy

The easiest way to remember what will happen is to know that we will only ever show the most specific criteria for that person to opt-out of.

This is our order of specificity:

  1. Opt-in

  2. Tags

  3. Message Category


We do this for two main reasons:

  • It should be easy for users to manage their preferences so that they won’t get frustrated and unsubscribe from all emails.

  • An opt-out should be as specific as possible to keep users from missing out on other related messages.

Example: You send a message that is categorized Sports to an audience that was created based on the College Basketball tag. On the opt-out page, we’ll only show that they can untag themselves as College Basketball. You don’t want them to opt-out of all Sports related emails!