A customer may want to unsubscribe from your newsletters in their inbox for reasons as simple as quantity (too many emails coming in) or relevance (they do not need the product as much as they once did).
Businesses must provide their customers with a simple-to-use unsubscribe function. According to the recently amended Spam Regulations 2021 Act (updated on 1 April 2021), businesses must have a simple and straightforward process in place so that their subscribers can unsubscribe when they want to without jumping through more hoops in a bid to keep them subscribed.
Businesses are also unable to request personal information or force them to log in and create an account to unsubscribe – the process must be made to be as simple as one mouse-click to unsubscribe, and they’re done.
This law aims to provide greater clarity and transparency between businesses and consumers and occurred due to consumers complaining in large number that unsubscribing has become a complicated process, particularly when it comes to being ‘spammed’.
Breaches of the newly amended regulation can result in severe financial penalties of upwards of 6 figure sums; adhering to these new strict rules promotes best-practice performance and outcomes.
Ensuring Compliance according to the new laws is as simple as the following:
Reviewing your email programme to ensure that they adhere to the Spam Regulations 2021 Act is the best approach to ensuring compliance. Employing these tips should also establish greater loyalty with customers, as they will trust that you are providing them with a way back out (and without blocking their exit).