Following best practices when it comes to email can be tricky sometimes. There are a lot of rules to follow. Do this, don’t do that, but you should always do this for sure! There are also a lot of differences between sending transactional emails and sending newsletters for marketing.
Without going into all the details on the CAN-SPAM ACT, there is one golden rule you should always follow. When a user opts out or unsubscribes from your emails, you should never follow up with a confirmation email letting them know you will not email them again. It just doesn’t make sense. Remember email is about two way communication and when one side says stop, you stop. What ultimately happens is the user will be completely turned off and mark your “Unsubscribe Confirmation Email” as spam.
We see it happen all the time when customers use Postmark to send these unsubscribe confirmations, and over time it will affect your reputation and deliverability.
When it comes to Postmark we take a different approach. Once a user clicks the Unsubscribe button we take them to a nice friendly page bidding them farewell. Of course we are sorry to see them go but we would never abuse their trust by sending them one more (unnecessary) email.
Be sure to always part ways with your subscribers on a high note. Sometimes less is really more.