Unsubscribes, service messages and sender reputation
Last reviewed
How opting out works, marketing emails versus service messages, and the habits that protect your sender reputation.
Every email sent from CRM Dost to leads and contacts carries a visible unsubscribe link — added as a footer unless your design already has one — and the one-click List-Unsubscribe headers Gmail and Yahoo require, whatever the number of recipients, so a recipient can leave from a button in their mail app without hunting for a link. They cannot be switched off.
Marketing emails and service messages
Each email is a marketing email unless you mark it as a service message.
- Marketing (the default): newsletters, offers, greetings, announcements — anything that promotes.
- Service message: something the recipient asked for or needs, such as an appointment confirmation, a document they requested, or an update about their account or a transaction. It must not promote anything; marking a marketing email as a service message to reach people who opted out breaks the Terms of Service.
What the recipient chooses
The unsubscribe page lets a recipient stop your marketing emails only, or all of your emails, and give a reason if they want to. They can change their mind and resubscribe from the same page.
- Marketing emails are never sent to anyone who has unsubscribed.
- Service messages still reach people who stopped marketing emails only, and never people who stopped all emails.
- An address that bounces permanently, or whose owner reports your email as spam, receives no further emails at all.
- There is no "send anyway". This applies to scheduled sends too: whoever has opted out by the time a scheduled email goes is skipped.
- If someone asks you to resubscribe them, a person allowed to manage your unsubscribe list can do it — only on that person's request — and every resubscribe is logged with who made it.
Why this protects you
Gmail and Yahoo require senders of bulk email to authenticate their domain, offer one-click unsubscribe, honour it within two days and keep spam complaints low — well under 0.3% of messages. Mailbox providers score the domain, not the campaign: a recipient who cannot find an unsubscribe link presses Report spam instead, and enough of those slow or block every email your domain sends, including one-to-one replies from your team.
Habits that keep a reputation healthy
- Email people who expect it: leads who gave you their address for this, not a bought list.
- Start small with a new mailbox and grow the volume over weeks rather than sending thousands on the first day; stay under the daily limit the deliverability check shows, and set your company's own daily send limit in AI Email settings.
- Correct or remove addresses that bounced rather than sending to them again — repeated bounces are a strong spam signal.
- Keep the sender name and address consistent so readers recognise you, and keep SPF and DMARC records in place on your domain.
- Run the deliverability check on every email and act on its warnings. It removes known causes of filtering; no sender can see or guarantee where an email lands.
Unsubscribes are counted under Performance overall and in each campaign's report, and Settings → Unsubscribes lists who left, how and why. A few after every send is normal; a jump after one email tells you something about that email or its audience.