aiJan 07, 2026•1 min read

Compliance 101: Unsubscribes, Bounces, and Safe Follow-Ups

A practical guide to staying safe in outbound: handling unsubscribes, avoiding bounced emails, and building respectful follow-ups.

Draft Team(Product)
complianceunsubscribesbounces

Compliance 101: Unsubscribes, Bounces, and Safe Follow-Ups

Outbound is simple: be respectful, be transparent, and stop when asked.

Unsubscribes

If someone unsubscribes:

  • stop sending immediately
  • suppress the address across campaigns

Bounces

Hard bounces are a red flag.

  • remove bounced addresses
  • don’t retry the same invalid email

Follow-ups

Follow-ups work best when:

  • you add context
  • you keep them short
  • you limit total touches

Treat the inbox like a relationship, not a slot machine.