Which practice most directly supports deliverability and sender reputation?

• A. Honor unsubscribe requests promptly.
• B. Continue sending to unsubscribed addresses.
• C. Increase daily sending without data.
• D. Ignore unsubscribe requests.

Answer: (A)

Respecting unsubscribe requests promptly is essential for deliverability and sender reputation because it preserves recipient consent and minimizes negative signals to mailbox providers. When someone opts out, continuing to email them signals disregard for their preferences, which can drive complaints, spam reports, and even filters that push your messages into junk folders. Removing them quickly keeps your list cleaner and helps maintain positive engagement signals from the remaining subscribers, which ISPs interpret as a healthier sender pattern. It also aligns with legal requirements, boosting trust with both recipients and providers.

In contrast, emailing unsubscribed contacts or ignoring opt-outs creates friction signals that can harm deliverability. Increasing sending without data is risky and ignores audience quality, which can also damage reputation.