Opt-out is an option given to users so that they can unsubscribe from an email list. It is required by law to provide an opt-out or unsubscribe button in every email. The CAN-SPAM Act of 2003 was put into place to ensure that all companies follow this opt-in rule and avoid being marked as spam. The opt-out or unsubscribe process should be very easy or else you risk the recipients from marking you as spam because it’s an easier process. Once a person opts out of a list, their address should be blacklisted.
A person might choose to opt-out for a variety of reasons including never agreeing to receive your emails, receiving too many emails from you, or not relating to the content. It is important to give people the option to opt-out because it will reduce the number of complaints and help you avoid being marked as spam. If your opt-out process is difficult, people are more likely to mark you as spam instead. Make sure that you have a clear and easy opt-out process to avoid any issues.