Opt-Out
Opt-Out is the recipient's explicit request to stop receiving communications — typically via an unsubscribe link, a reply, or a regulator-mandated channel — and must be honored under CAN-SPAM, GDPR, CASL, and similar regulations.
What is Opt-Out?
Opt-Out is the floor of email compliance. Every marketing email must include a working opt-out mechanism, and the opt-out must be honored within statutory timeframes (10 business days under CAN-SPAM; immediately in practice). Modern systems auto-suppress on opt-out — adding the email, domain, or company to the suppression list so no future communications go out. Opt-out spikes are diagnostic: rising opt-outs indicate mis-targeting, message fatigue, or list-quality decay.
Why it matters
- Legally required — failing to honor opt-outs creates real regulatory exposure.
- Rising opt-out rates are an early signal of targeting or messaging problems.
- Auto-suppression on opt-out prevents the most common compliance failure mode.
Use cases
- Compliance baseline. Every email includes opt-out link and language; opt-outs auto-suppress.
- Quality diagnostic. Opt-out rate by segment, campaign, or rep reveals what's working and what's burning the list.
- List hygiene. Opted-out contacts flagged across the stack to prevent cross-channel re-engagement.
How turgo helps
turgo auto-suppresses any contact who opts out — across all agents, all sequences, all integrations — and tracks opt-out rates as a real-time signal of list health.
See turgo in action →
