Unsubscribe Links and Legal Requirements
A working unsubscribe link is not just good manners — in the UK and most other markets it is a legal requirement for marketing email. Getting it right protects you from penalties and, just as importantly, keeps your sender reputation healthy.
This article explains what the law expects and why making it easy to leave is actually good for your deliverability.
What the Rules Require
Marketing email in the UK falls under privacy and electronic communications rules that set clear obligations.
- Provide a clear, easy way to unsubscribe in every marketing message.
- Honour unsubscribe requests promptly, without extra hurdles.
- Only send marketing mail to people who have consented or qualify under existing-customer rules.
- Identify clearly who the message is from.
Why Easy Opt-Out Helps You
When unsubscribing is hard, frustrated recipients mark you as spam instead, which damages your reputation far more than a quiet opt-out. A clear unsubscribe link keeps complaints low and your inbox placement strong.
Frequently Asked Questions
Do transactional emails need an unsubscribe link?
Purely transactional messages such as receipts generally do not, but anything promotional within them does. When unsure, we err towards including one.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.