GuideComplianceRequirementsUnsubscribe

Unsubscribe / Opt‑out Mechanism

How to implement a compliant opt‑out mechanism using Simply Send's managed system or your own via webhooks.

Every commercial email you send must include a clear, easy way for recipients to stop receiving future emails. This page explains what the unsubscribe requirement means, why it exists, and how to satisfy it using Simply Send.

Required — CAN-SPAM, CASL, GDPR

What it is

A clear, functional link that lets recipients stop receiving future commercial emails from the sender. The opt-out must require no more than visiting a single web page and optionally confirming on that page.

How Simply Send generates unsubscribe URLs

When you use {{unsubscribe_url}} in your template, Simply Send replaces it at send time with a dynamic, unique URL generated for each recipient and each send — no two recipients receive the same link.

Per-user — the URL encodes a unique identifier for the recipient so only that person can unsubscribe via their link.
Per-email — the URL encodes the specific send (campaign or transactional send ID) so opt-outs are attributed correctly.
Dynamic — the URL is generated fresh at send time and cannot be reused or forged.

Why it's needed

All major regulations require an easy opt-out honored within 10 business days (CAN-SPAM) or 10 days (CASL). Under GDPR, withdrawing consent must be as easy as giving it. Failing to honor opt-outs can lead to fines under CAN-SPAM.

⚠️ Simply Send Compliance Policy: All accounts must have a valid, compliant unsubscribe mechanism in place at all times. Failing to do so can result in a degraded sender reputation and account suspension.

How to implement

Choose one option:

ASimply Send Fully Managed (Recommended — Default for all accounts)

Simply Send handles the entire opt-out lifecycle on your behalf — no backend code needed. When a recipient clicks the unsubscribe link, their consent status is updated instantly and future sends are suppressed automatically.

Go to Templates → Compliance Templates and check if a default Unsubscribe template already exists. If it does, simply use {{unsubscribe_url}} in your email template — Simply Send will resolve it automatically.
If no default Unsubscribe template exists, create one using the HTML below. Once submitted and approved, it becomes the default for all sends. You can change the default template at any time by submitting a new Unsubscribe template for approval.
Simply Send suppresses future sends to opted-out addresses automatically.
Test your template to ensure it renders correctly in different email clients.
If your address changes, create and submit a new template — the old one remains active until the new one is approved, OR resubmit the existing template for approval with the new address. Note that if you resubmit an approved template, it will be set to pending approval and will not be able to send email with that address template.

Default Unsubscribe template HTML:

<p style="font-size:12px;color:#666;text-align:center;margin:20px 0;">
  If you no longer wish to receive these emails,
  <a href="{{unsubscribe_url}}" style="color:#0066cc;">unsubscribe here</a>.
</p>

Copy this HTML into a new Compliance Template of type Unsubscribe and submit it for approval. Once approved, it becomes the default for all outgoing emails.

BHybrid — Simply Send + Your System via Webhook

Keep Simply Send's managed unsubscribe link and suppression, but also receive a real-time webhook event when a recipient opts out so you can sync the unsubscribe into your own CRM, or subscriber database.

Set up Option A first — use the Simply Send Unsubscribe template and {{unsubscribe_url}}.
Go to Webhooks and register an endpoint for the Unsubscribed Email Event.
Simply Send will fire the webhook each time a recipient opts out. Use this to keep your external systems in sync.
Simply Send still handles suppression — your webhook endpoint is for sync only, not for processing the opt-out.

Best of both worlds: You get Simply Send's automatic suppression and compliance handling, plus real-time visibility into opt-outs in your own systems.

CFully Custom — Your Own Unsubscribe System

If you have an existing, fully compliant unsubscribe and consent management system, you can take complete ownership of the opt-out process. Simply Send will not suppress opt-outs in this mode — you will be solely responsible for compliance.

⚠️ Risks of Option C:

Account suspension risk: If Simply Send determines your custom system is non-compliant or opt-outs are not honored in time, your account may be suspended.
Sender reputation damage: Continued sends to opted-out addresses — even due to a sync delay — will generate spam complaints and harm your domain reputation.
Full legal liability: You bear sole responsibility for regulatory fines and enforcement action. Non-compliance under CAN-SPAM can result in fines.
No automatic suppression: Simply Send will not block sends to opted-out addresses in this mode. Any processing failure in your system means opted-out users will continue to receive email.

Note: this option is only available on a case by case basis.