In order to try to cut down on spam I usually opt out at the end of the
offer. Is this a good idea or am I just confirming my email address is a good
working one which invites even more spam?
It’s hard to say without knowing what you mean by “at the end of the
But you’re quite right: sometimes the unsubscribe link isn’t an
unsubscribe at all. In fact, sometimes it’s the moral equivalent of a
“send me more spam” link.
The problem is that you really do need to know when it’s legitimate and
should be used.
I can offer some guidelines as to when you should and when you should not click on something that claims to be an unsubscribe link.
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The rule is actually quite simple: if you asked for it, then it’s probably
legitimate and you should use the unsubscribe link. If you didn’t ask for it
then it’s probably not legitimate, and you should avoid the unsubscribe
For example, if you sign up for my
newsletter, you’ll be receiving email that you explicitly asked for. In
fact not only do you have to sign up, but you have to take a second step to
actually confirm that you want the weekly newsletter. Only after you confirm do
I start sending it to you.
you already trust me as a reputable site
you asked for my newsletter
you explicitly confirmed that you want my newsletter in a second “double opt
I send you only what you signed up for (a weekly newsletter)
Then I’m acting like a trustworthy source of mail. My newsletter is not
spam, and I can probably be trusted. And yes, at the bottom of every issue of
the newsletter is an unsubscribe link for you to click on if you ever want to
stop receiving it.
If any of those rules are broken, though, then things get dicey.
You didn’t ask for it. And, to be clear, you’re
positive that you didn’t ask for the email you’re receiving, then it’s
almost certainly classic spam. So called “newsletters” pushing the latest body
part enlargement product or breaking stock market news are great examples. I
get them, I never asked for them, thus they are spam.
And their unsubscribe links are not to be trusted. As you’ve
pointed out, they’re just confirmation that “we’ve got a live one!” and will in
all likelihood result in only more spam, not less.
From here on out, though, things get less clear.
You’ve never heard of the sender. When you suddenly start
getting email from a business or other source that you don’t recognize it’s
right to be suspicious. Most of the time it’s simply spam.
The problem is that sometimes when you, for example, complete a purchase at
an online retailer, they will send you email (more on that in a second), but
they will sometimes also ask if it’s ok to share your email address with
marketing partners. By that they mean they’ll give your email address to other
companies so that they can send you offers.
In a sense you asked for it because you didn’t uncheck a box somewhere in
the order process. Personally I find this type of tactic often underhanded;
sometimes that box is really hard to notice and easy to leave checked without
ever having paid attention.
What this means, though, is if you suddenly start getting email from what
appears to be a legitimate business that you’ve never actually done business
with it might be legitimate. But it also might not be.
I’d err on the side of safety in most cases and not use the
unsubscribe link unless it was obviously a link directly to the site
of the company, and it’s a company I already trust.
You never confirmed your desire for more mail. The concept
of “double opt in”, where you need to confirm a separate piece of email in
order to get on a list, is extremely important “best practice” for senders of
email. But it’s not really required. For example, when you place a purchase
with an online retailer they’ll need to collect your email address in order to
process the purchase. If they then start sending you periodic offers after your
purchase is complete, is that spam or not? Different people will give different
My take is this: since it’s from a company you actually transacted business
with, I’d trust the unsubscribe link.
You confirmed, but then didn’t get what you expected. Also
known as a “bait and switch”. Perhaps you sign up for someone else’s
newsletter, and then start getting sales and marketing emails, either in place
of or in addition to the newsletter. That’s really bad form. The problem is
that once again it’s difficult to know exactly what to do. You may be all right unsubscribing, you may not be.
The bottom line is the simple reputation of the sender. If you have reason
to trust the source of the email and believe them to be legitimate and
well-behaved senders of email, then absolutely use the unsubscribe link.
If you’ve never heard of them, don’t.