What Are the Best Practices for Email Opt-Outs?

Providing a clear and simple way to unsubscribe is not only good UX — it’s required by laws like the Spam Act 2003. Your unsubscribe link should be visible, one-click, and honored within 5 working days.

Offer alternatives like opt-down options (e.g., “Receive fewer emails” or “Only hear about sales”) to keep users who may not want to leave completely. This can reduce churn while respecting user preferences.

Gleam ensures you can automatically manage opt-in and opt-out states through your integrations — helping you stay compliant and retain more of your audience.