Compliant Messaging and Opt-Outs

Good deliverability and responsible sending go together — recipients who didn't ask to hear from you are exactly the ones who mark messages as spam, which hurts your sender reputation for everyone else on the list too.

Give recipients a real way out

Mersal has a public unsubscribe flow (/unsubscribe) that campaign recipients can use to opt out. Make sure your campaigns are set up to honor it, and treat an unsubscribe as final — re-adding an opted-out contact to a future send undoes the trust you're trying to build.

Only message contacts who opted in

The healthiest list is one built from people who actually asked to hear from you — a signup form, a checkout flow, an in-store request, and so on. Purchased or scraped lists (even the leads you extract with Mersal's own lead generation tools) are a different category: treat freshly extracted leads as prospects to qualify and reach out to appropriately, not as a list to blast a campaign at immediately.

Segment instead of blasting everyone

Use groups and custom attributes to send relevant messages to the right subset of your contacts rather than sending every campaign to your entire list. A recipient who gets messages that are actually relevant to them is far less likely to opt out or report you than one who's blasted with everything you send.

Where to go next

• CRM & Contacts — groups, custom attributes, and the Leads Hub for qualifying scraped leads before you message them.
• Unified Campaigns — sending to a specific group instead of your whole contact list.