Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Don't make this email marketing mistake!

13 Mar 2025 · 1 min

Watch on YouTube

0:42

In this YouTube segment, Jimmy Kim explains why email marketers must keep unsubscribe options visible, functional, and promptly honored. He describes the purpose of unsubscribes—to filter out recipients no longer interested or to correct mis‑sent emails—and stresses that the CAN‑SPAM law requires honoring unsubscribe requests within 10 business days. He warns against common violations such as hiding the unsubscribe link by pushing it to the bottom of the email, delaying the processing of requests, or attempting to bypass the rule by moving contacts to a different ESP or using a different sender name to trick recipients.

Chapters

Have you ever seen where like people press enter like 1,000 times and push it down to the bottom of the email, right? Like trying to hide it. Look, unsubscribes are there for a reason. It's so you can A, filter people who don't want your email anymore because they may be out of their buying cycle, or B, because it might've been a, you know, a missend or whatever it is. Ultimately, you want unsubscribes to happen and they need to be visible, functional, and they must be honored. Now here's the rule, 10 days. That's the CAN-SPAM rule. You have 10 business days and you know, all the major ESPs will honor it right away, but you have 10 days and the worst thing you can do Is either ignore, delay, or go throw it over into another ESP and send to— from another name because you're trying to trick a person.