Your email subscriber base and unsubscription settings are the foundation of a healthy email program. Sending to unverified, non-consenting, or outdated contacts leads to bounces, spam complaints, and a damaged sender reputation, all of which hurt your deliverability in the long term. Properly managing who receives your emails and who has opted out is also a legal requirement under regulations such as the GDPR.
This step consists of two substeps: Email Subscriber Base and Unsubscription Management.
Email Subscriber Base
In this step, you will add your opted-in subscribers to Insider One. You can do this in several ways, including using lead collection templates, the Web SDK, the Upsert User Data API, or uploading a Static Segment.
Note that opt-in alone is not enough. Users must also be reachable, meaning they have a valid email address, have given explicit consent, and have not bounced, marked emails as spam, or unsubscribed.
Unsubscription Management
In this step, you will configure how opt-out preferences are handled across your campaigns. You can set up a Global Unsubscribe list, Unsubscribe Groups for category-level opt-outs, and Unsubscribe Pages for the post-unsubscribe experience.
You can skip this step and return to it later, but it is highly recommended to complete it before launching any campaigns.