How should unsubscribe requests be handled in Dynamics 365 Marketing?

Handling unsubscribe requests in Dynamics 365 Marketing should involve applying a 'Do Not Contact' status to the contact. This approach ensures that the preferences of the contact are respected while maintaining their data within the system for potential future engagement, should they choose to re-subscribe.

When a contact opts out of communication, it’s essential to comply with marketing regulations and best practices by documenting their preference not to be contacted. This method also allows marketers to analyze the data without permanently deleting contacts, which can help in understanding unsubscribe trends and improving marketing strategies.

The other options—for instance, removing the contact completely—would lead to a loss of valuable data about the contact's previous interactions, making it difficult to engage them in the future if they change their mind. Contacting them for feedback could unintentionally annoy the contact who has explicitly indicated they do not wish to receive further communication. Sending special offers to someone who has unsubscribed would violate their preferences and regulatory compliance, potentially leading to reputational damage and penalties.