Outbound Glossary
Opt-out
A request to stop. Honouring it across every campaign and every tool at once is the part that quietly fails.
An opt-out is a person telling you not to contact them again. It can arrive as a click, a reply, or a sentence in the middle of a longer message, which is why pure automation misses some.
The failure is rarely refusal, it is fragmentation: the address is removed from one campaign but not the others, or from the sending tool but not the CRM, and the person hears from you again six weeks later. That second message is what turns an irritation into a complaint. One suppression list that every tool reads is the only version that works.