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:
- They have explicitly opted-in on one of your forms.
- They have an interest tag based on an interaction with a promotion, offer, or message.
- They have told you their location (zip code).
- They have told you their age.
- They have told you their gender.
- Based on their past purchasing behavior.
- Based on custom data they have submitted through a form.
- Based on their participation in a specific promotion.
- Based on their interaction with a specific message.
- If they were part of an uploaded audience list.
How does someone globally opt-out?
On 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
If the user received the message because of an opt-in (or opt-ins), we will provide them with the opportunity to opt-out of that opt-in (or those opt-ins).
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.
If they 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 with highlights of the most recent local college basketball game. It is sent to an audience of people who have previously shown interest in college basketball and basketball in general.
- Opt-in and Tag
If they 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 with highlights of the most recent local college basketball game. It is sent to an audience of people who have previously shown interest in college basketball and have explicitly requested communication about March Madness.
- Other Reason
If they 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 Breaking 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 Breaking 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.
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:
- 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 a specific as possible as 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!