Opt-out is the act by which a person removes themselves from a contact list: they ask to stop receiving your emails. It's the mirror of opt-in, the consent given up front. Where opt-in opens the relationship, opt-out ends it, and honoring that choice is not optional.
Opt-in and opt-out, two opposite moments
Opt-in comes before sending: the person agrees to receive your messages. Opt-out comes after: they decide to stop. The two frame a contact's life cycle. In B2B prospecting, the first send can sometimes happen without prior opt-in depending on the legal framework, but the possibility of opt-out is always required. In other words, you may sometimes write without explicit consent, never continue after a refusal.
What the law requires
Every prospecting message must contain a clear, simple way to unsubscribe, in one action. Once the request arrives, you remove the person from your sends without delay and stop contacting them. Ignoring an opt-out damages more than your GDPR compliance: it also hurts your sending reputation and your deliverability, because the complaints that follow weigh heavily.
How Kaptor honors opt-out for you
Kaptor adds an unsubscribe link to every send and automatically removes anyone who opts out from your future campaigns, so no follow-up ever goes back to them. You stay compliant without thinking about it. For clean, by-the-book prospecting, see our approach to compliant cold email.