Unsubscribing: Best practices and legal considerations

A smooth and compliant unsubscribe process maintains trust with your customer base and makes sure you’re adhering to legal requirements. Let’s look at some of the best practices, legal considerations, and implications of managing unsubscribe requests.

Best practices for unsubscribing

• Easy access: Make the unsubscribe option easy to find. Place it prominently in your messaging, and use clear language like "Unsubscribe" or "Opt Out."
• A simple process: The unsubscribe process should be simple and straightforward. Ideally, it should require only one or two clicks; requiring users to log in or navigate through multiple pages is not acceptable.
• Take immediate action: Process unsubscribe requests immediately, because delays can lead to frustration and even complaints. Confirm the unsubscribe action with a notification to reassure the user that their request has been processed.
• Feedback option: An optional feedback form — asking why the user is unsubscribing— can be really useful; it can point out areas you can improve.

Legal considerations

Under GDPR, individuals have the right to withdraw consent at any time. This means they can opt out of receiving communications whenever they choose — and you must comply with these requests promptly.

Similar to GDPR, the UK's Data Protection Act 2018 requires organizations to manage unsubscribe requests promptly, and ensures individuals' rights to withdraw consent.

Both EU and UK regulations require all electronic marketing communications to include a clear and easy way to opt out. This is not negotiable, and not doing so can result in significant fines and legal action.

Finally, make sure you keep records of when and how individuals gave their consent to receive communications — this comes in handy for any type of audit you need to do, be that internal or external.

The implications of poor practices

As we’ve mentioned above, non-compliance with unsubscribe requests can lead to hefty fines and legal consequences. GDPR fines can reach up to €20 million or 4% of annual global turnover, whichever is higher.

Ignoring unsubscribe requests — or making the process difficult — can have other, non-legal implications: it can damage your organization's reputation. Patients who feel their preferences are not being respected are likely to share their negative experience, which can harm your brand.

Complicated or ignored unsubscribe processes can also lead to an increase in complaints. You might not think much of these, but regulatory bodies take these complaints seriously — which can trigger audits and investigations.

And let’s not forget that trust is crucial, especially in the healthcare sector. Respecting unsubscribe requests shows that you value your customers' preferences and privacy, and you’re maintaining their trust even if you’re losing them as a subscriber.

Key takeaways

Managing unsubscribe requests promptly, efficiently, and legally shows that you respect individuals' rights, and it maintains your organization's reputation. Always make the unsubscribe option easy to find, ensure the process is simple, and act on requests immediately. 

Remember, respecting your audience's preferences is key to a healthy, ongoing relationship. Regularly review and update your unsubscribe process to make sure you’re following current best practices and legal requirements.