An opt-out link (also called an unsubscribe link) allows recipients to remove themselves from an email list. It’s legally required in marketing emails under regulations like CAN-SPAM, GDPR, and CASL.
Where to place the unsubscribe link
- At the bottom of the email (most common placement).
- In a clear, visible format (not hidden in fine print).
- With simple language (“Click here to unsubscribe”).
Including an unsubscribe link prevents spam complaints, improves sender reputation, ensures compliance with email laws, and helps maintain higher engagement by keeping only genuinely interested recipients on your list.