Opt-out is the English term for the action of unsubscribing from an email marketing list for e-commerce . This action is taken by a consumer who no longer wishes to receive updates from your online store.
Opt-out is therefore the opposite of opt-in , which is the act of subscribing to an email marketing list by a consumer who has accessed a squeeze page or registration form on your e-commerce site.
According to the Anti-Spam Code of Ethics and Best Practices for the Use of Electronic Messaging of the Brazilian Advertisers Association (ABA), for a commercial or institutional electronic message to be considered ethically correct, it must contain, among other things, "visible opt-in and opt-out options that are fully functional and effectively usable."
It is therefore recommended that the Opt-out activation key be inserted in the body of all e-mail messages you send to your consumer base so that they can activate it at any time, whenever they want. .
It might seem counter-intuitive to let a customer slip away from your email list when you've invested so much time and resources into creating squeeze pages and forms to capture them, however, you should think that letting customers who have no interest leaving will avoid numerous inconveniences such as:
• Online complaints that could undermine the credibility of your e-commerce;
• Creating a negative image of your e-commerce business;
• Activating your company's list on SPAM lists.
However, in Brazil it has already happened that a company has been sentenced by the São Paulo Court to indemnify an e-mail user for having continuously sent unwanted electronic messages.
Finally, keep in mind that if you have efficient Opt-in and Opt-out systems, the entry and exit of consumers on your email list will be free, so that users can come and go when they wish, which will earn you their credibility and respect.
