Add an unsubscribe link and honor requests within 10 business days

A visible unsubscribe link and actually honoring unsubscribe requests within the legally required window, typically 10 business days under CAN-SPAM, is both a legal requirement and a real deliverability protection, since spam complaints from people who could not easily unsubscribe hurt your sender reputation far more than a clean opt-out would.

CAN-SPAM violations carry real financial penalties, and beyond the legal risk, an unsubscribe link that is hard to find or slow to process is what actually generates the spam complaints that damage deliverability for everyone on your list.

How to do it

1. 1
   Confirm a genuine unsubscribe link is present on every email

   Clearly visible, not hidden in tiny text at the very bottom.
2. 2
   Verify it actually works end to end

   Test it yourself, confirm clicking it genuinely removes you from future sends, not just displays a confirmation page that does nothing.
3. 3
   Confirm processing happens within the legal window

   10 business days under CAN-SPAM, ideally much faster than that in practice.
4. 4
   Document your process

   Confirms compliance is a real, repeatable process, not a one-time check.