Getting Customers to Opt Out of Opting Out

3. Honor opt-outs as quickly as possible. “Delays in honoring opt-out requests increasingly look like failures to consumers, causing them to hit the ‘report spam’ button in frustration,” White says. “Thankfully, more than 86 percent of retailers honored opt-outs within three days. However, at the other end of the spectrum, 4 percent were in violation of the CAN-SPAM Act of 2003 by either failing to honor opt-outs or taking longer than 10 business days to do so.”