What is Opt-out?
This system enrolls users by default into communication channels like newsletters and SMS updates, with a clear option to unsubscribe at any time. While opt-out models may accelerate list growth, users are often less engaged and may be more likely to report communications as spam if they did not actively request to receive them. Compliance with CAN-SPAM and GDPR mandates that every email or message include an “unsubscribe” link or instructions. Opt-out enrollment, combined with preference centers, enables recipients to manage their account settings while safeguarding sender reputation.
Examples of opt-outs would include customers receiving promotional emails after purchase with unsubscribe options, eagerly unchecked opt-in newsletter boxes, and SMS promotions allowing users to reply “STOP” to cancel subscriptions.
Related terms: unsubscribe, CAN-SPAM Act, privacy preference, sender reputation.