Respect unsubscribe and contact preferences

Preference handling protects trust and keeps marketing focused on people who want to hear from you.

Review preferences

1. Check whether a customer is subscribed, unsubscribed, or excluded from certain outreach.
2. Do not manually re-add someone who opted out unless they clearly asked to resubscribe.
3. Use internal notes for service context, not as a workaround for outreach preferences.

Segment responsibly

1. Exclude unsubscribed contacts from newsletters and promotional campaigns.
2. Keep transactional or service messages separate from marketing messages.
3. Review imported lists before sending.

Handle requests

1. Update customer preferences when someone asks.
2. Record the request date if your team needs context.
3. Use the preference center or unsubscribe page where available.

Good to know

• Customer trust is more valuable than list size.
• When in doubt, use a narrower Audience.

Use this guide as a starting point, then adjust the setup to match how your team actually works with customers.