What is a Repeat Opt-out?
A Repeat opt-out occurs when an email recipient submits an opt-out request for an email address that was already present on the relevant suppression list for more than 10 days prior to the start of the associated Send Event. Repeat opt-outs serve as an early indication of potential download or cleansing issues. Repeats are detected based on the start date of the Send Event that they were collected during. The opt-out is counted as a Repeat if the email address was already present on the suppression list for more than 10 days before the start date of the Send Event that they were collected during. If the start date of the send event is more than 10 days after the opt-out was first collected, then that opt-out is counted as a repeat.
Repeat opt-outs are designed to help clients avoid receiving complaints by acting as a preventative measure. It is normal to expect a small percentage of repeat opt-outs, and these do not constitute violations. However, a higher number of repeat opt-outs often signals an underlying cleansing issue.
While Repeat Opt Outs are most frequently the result of improper application of a suppression file before each send by an Affiliate, a certain amount are to be expected, perhaps 15-20% of total volume. This can occur in a number of ways. Consumers often opt out multiple times from the same message. Multiple Affiliates could send to the same recipient within a clean window of time, but the recipient doesn't opt out from both right away. Consistently larger volumes of Repeats by any Affiliate are a more clear indicator that an issue may be present. Repeat Opt Outs in and of themselves are not a clear cut issue, and they are intended solely to raise awareness into patterns that could be problematic.
If this issue is not addressed and the data continues to be used as-is, it may result in formal complaints. By monitoring repeat opt-outs closely, you can identify and resolve any downloading or cleansing concerns before they escalate to complaints.
Opt-out traffic is analyzed daily to determine when an existing Send Event should be closed or if a new Send Event should be created. Specifically, we analyze the opt-out traffic of the previous day to make this determination. For example:
1. Let's say today's date is 12/05. We would analyze all opt-out data from the previous day (12/4).
2. If we detect a new spike in opt-out traffic then a new Send Event will be created. If there was already a previous Send Event when the spike was detected, the previous Send Event would be closed with a close date of 12/3.
3. The new Send Event will have a start date of 12/4.
Send Events are used to logically group Affiliate and Recipient activity into the originating email drops for a Campaign. This is designed to make it easier to identify and fix any incorrect processes that lead to potentially non-compliant activity from an Affiliate. Send Event dates should never overlap, i.e. the end date of the previous Send Event will not be the same day as the start of the next.
You can download your Repeat Opt-out data at any time.
The exported file includes each contact’s email address, the date and time of opt-out activity, the original opt-out date, and any subsequent repeat opt-out date.
*NOTE: If you do not have an available Transfer method, OPTIZMO can provide one for you. An SFTP server can be set up on your behalf for a small monthly fee. Please contact support@optizmo.com for further details.
If you would like to learn more about Transfers, please review our articles: What are the Different Connection Types for Transfers? and How to Set up a Transfer in SUPPRESS
If you have further questions or need assistance, please contact us at support@optizmo.com