Opt Outs
Manage unsubscribe preferences and ensure compliance with communication rules.
Overview
Opt outs control whether a contact has consented to receive email communications from you. Every contact record in UbiQuity includes a built-in Opted Out field, and accounts can also be configured with additional custom opt out fields depending on your communication needs.
The Opted Out field
Opted Out is a system field that exists on every contact record in UbiQuity. It is a boolean field — either No (the default) or Yes.
When a contact is added to UbiQuity, their Opted Out value is set to No by default, meaning they are considered eligible to receive email communications. UbiQuity will not send mailouts to any contact where Opted Out = Yes.
How a contact gets opted out
A contact can be opted out in the following ways:
Self-service via a form — if you have a form that includes the Opted Out field, a contact can set their own opt out preference by submitting that form.
Spam reporting — if a contact reports an email as spam, UbiQuity is automatically enrolled in this feedback process and the contact will be automatically opted out.
Manual update — a UbiQuity user can manually update the Opted Out field against a contact record.
Changing the Opted Out flag
You can manually change the Opted Out flag on a contact record, but you should only do this if you have a clear and legitimate reason.
Important: Sending emails to contacts who have opted out is against the law and could seriously damage your sending reputation. Never change this flag without a valid reason for doing so.
Custom opt out fields
In addition to the system Opted Out field, your account may be configured with custom opt out fields. These allow you to manage consent at a more granular level — for example, allowing contacts to opt out of specific types of communication rather than all emails.
Custom opt out fields work alongside the system Opted Out field. If a contact is opted out at the system level, they will be excluded from mailouts regardless of the values on any custom opt out fields.
If you're unsure whether your account has custom opt out fields configured, or you'd like to set them up, reach out to your account team.
Opted Out vs GNA
These two fields are related but distinct.
At a glance:
What it means
The contact has chosen not to receive emails
The email address is undeliverable
How it's set
By the contact, automatically via spam report, or manually
Automatically on a hard bounce
Can it be manually changed?
Yes, with good reason
No — only updating the email address resets it
Excluded from mailouts?
Yes
Yes
Excluded from triggered emails?
No
No
Frequently Asked Questions
What's the difference between Opted Out and GNA? Opted Out reflects a contact's communication preference — they have chosen not to receive emails. GNA reflects a deliverability issue — their email address is undeliverable. Both result in the contact being excluded from mailouts, but for different reasons.
Can a contact opt back in? Yes. If a contact submits a form with the Opted Out field and sets it back to No, or if a user manually updates the field, the contact will become eligible to receive mailouts again. Make sure you have a legitimate basis for doing this.
Will opted out contacts still receive any emails? Opted Out contacts are excluded from mailouts and automated mailouts. However, they will still receive triggered emails sent from Forms, Surveys, and Events.
What happens if a contact is both Opted Out and GNA? Both flags independently exclude a contact from mailouts. Resolving one does not affect the other — for example, updating their email address to clear the GNA flag will not change their Opted Out status.
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