What are the legal timeframes for unsubscribing email addresses by country?
Summary
What email marketers say8Marketer opinions
Email marketer from Reddit explains that although CAN-SPAM allows 10 days, waiting that long can hurt deliverability. Users expect immediate action, and delays increase spam reports.
Email marketer from Sendinblue.com emphasizes the importance of processing unsubscribe requests quickly, stating that although specific laws vary, promptly removing subscribers builds trust and avoids spam complaints. They suggest aiming for immediate or same-day processing.
Email marketer from CampaignMonitor.com emphasizes the importance of processing unsubscribe requests quickly, stating that although specific laws vary, promptly removing subscribers builds trust and avoids spam complaints. They suggest aiming for immediate or same-day processing.
Email marketer from EmailMarketingForum.au states that under Australian law, organizations must action unsubscribe requests within 5 business days. Many people recommend doing it instantly though for reputation.
Marketer from Email Geeks shares that there's a legal limit and a reputation damage limit, suggesting immediate removal is ideal.
Email marketer from Mailjet.com recommends adhering to GDPR guidelines by processing unsubscribe requests promptly, ideally within 24-48 hours, to maintain good sender reputation and comply with regulations, stating whilst no set time it should be 'without undue delay'.
Marketer from Email Geeks explains that in the U.S., which has the laxest law, the timeframe is 10 days, but it's better to do it sooner to avoid spam reports. Also, it's a violation of CAN-SPAM to move unsubscribed emails to another active mailing list.
Email marketer from ActiveCampaign.com recommends adhering to the local laws and regulations of the countries the company is sending emails to. As a best practice, they suggest that you should process all opt-out and unsubscribe requests as soon as possible, preferably instantly.
What the experts say4Expert opinions
Expert from Email Geeks shares the following unsubscribe timeframes required by law: Canada: Without delay, but less than 10 business days. US: no more than 10 business days. Basically everywhere else: without delay.
Expert from Email Geeks mentions some clients pull lists from data warehouses and don’t suppress unsubscribes in the MTA, and that 2-3 days is generally okay in those situations. Also, if using multiple ESPs, the movement of unsubs between them is legally required.
Expert from Word to the Wise explains that it is important to know the email marketing laws in each country you send to. Under GDPR, you must allow users to unsubscribe easily and 'without undue delay'.
Expert from Spamresource explains that while CAN-SPAM allows 10 days for processing unsubscribe requests, mailbox providers expect you to process those requests far faster to avoid being marked as spam.
What the documentation says3Technical articles
Documentation from FTC.gov explains that the CAN-SPAM Act requires senders to honor opt-out requests within 10 business days. Customers must be able to unsubscribe in a simple way.
Documentation from ICO.org.uk explains that under GDPR (UK), while a specific timeframe isn't mandated, organizations must process unsubscribe requests 'without undue delay.' This generally means as soon as possible, typically within a few days.
Documentation from fightspam.gc.ca states that Canada's Anti-Spam Law (CASL) requires organizations to process unsubscribe requests without delay, and in any event, no later than 10 business days after the unsubscribe request has been made.