Should you update email unsubscribes directly on the All Subscribers list?

Updating email unsubscribes directly on the All Subscribers list is indeed appropriate practice within Salesforce Marketing Cloud. This list is a crucial component for managing your email marketing campaigns, as it consolidates subscriber data and ensures compliance with regulations related to email marketing, such as the CAN-SPAM Act.

When a subscriber opts out or unsubscribes, reflecting this action in the All Subscribers list is important for maintaining an accurate and up-to-date record of your audience. It helps to prevent future communications to individuals who have explicitly requested to no longer receive emails, thereby enhancing customer trust and compliance with privacy laws. By ensuring that the All Subscribers list accurately reflects the unsubscribe status, marketers can better manage their email sending practices and avoid potential penalties associated with ignoring unsubscribe requests.

In summary, directly updating unsubscribes on the All Subscribers list not only helps with maintaining a clean database but also aligns with best practices for responsible email marketing.