If you have a company that obtains email addresses from people wishing to either register to receive news or product updates to being informed when their car is due for a service, then by law, you must give them option to opt out or unsubscribe.

When emailing people initially, you need to be able to prove that they are aware of what they are signing up to and have agreed for you to contact them. Any data you collect from your visitors can also not be sold on to a third party without their consent.

All emails that are sent out need to have a unsubscribe option on to allow people to remove themselves from the list. This ideally should be linked up to your contacts list so that they are automatically removed and will receive no further messages.

Some companies ask the user to tell them why they are leaving. Although this information may be useful you also may find that a lot of people do not want to take the time to complete this or may even chose the first option that you present to them just to complete the unsubscribe process.