How should unsubscribe requests be handled during a campaign?

• A. Archive the contact without any action.
• B. Re-label them as active subscribers and include them in the next send.
• C. Compliance and reputation; remove unsubscribers promptly and do not mail them again.
• D. Keep them on the list and continue sending after a brief pause.

Answer: (C)

When someone requests to unsubscribe, the important practice is to honor that choice by removing them from all mailings promptly and not sending them further messages. This protects you legally and preserves your sender reputation: laws like CAN-SPAM, GDPR, and CASL require honoring opt-outs, and failing to do so can lead to fines, higher spam complaints, and damaged deliverability. To implement this, update your suppression or unsubscribe lists across all campaigns and ensure the preference is respected in every future send.

Archiving without action leaves the possibility of future mailings or reactivation, which undermines the unsubscribe. Re-labeling them as active ignores their consent and invites complaints. Keeping them on the list and pausing briefly before mailing still sends communications after an opt-out, which is not acceptable.