> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ltv.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Data and compliance

> Unsubscribes, marketing law, and data requests

## Unsubscribes

Every campaign includes a one click unsubscribe link that cannot be removed. LTV.ai also supports one click unsubscribe headers, so mail clients can show their own unsubscribe button.

When someone unsubscribes:

<Steps>
  <Step title="Recorded immediately">
    The address is added to that brand's exclusion list.
  </Step>

  <Step title="Excluded from every future send">
    Checked before every individual send. See [Exclusions and suppression](/audience/exclusions).
  </Step>

  <Step title="Synced to connected platforms">
    Pushed to [Klaviyo](/connect/klaviyo) and [Mailchimp](/connect/mailchimp) where connected.
  </Step>
</Steps>

<Warning>
  Unsubscribe status is **not** written back to Shopify. If Shopify's marketing consent field is your record of truth, reconcile it separately.
</Warning>

<Warning>
  **Customers are not webhook driven.** There is no `customers/create` or `customers/update` webhook, so a consent change made in Shopify does not reach LTV.ai in real time. Customer records sync on a 12 hour cycle. Someone who opts out in Shopify can still be included in a campaign built before the next sync completes.

  Opt-outs recorded in LTV.ai, Klaviyo, or Mailchimp take effect immediately. If you manage consent in Shopify, treat that 12 hour window as the gap you need to account for. See [Shopify](/connect/shopify).
</Warning>

Unsubscribes are permanent and cannot be reversed from the dashboard. If someone re-subscribes through your own signup flow, contact your account manager.

## Marketing law

LTV.ai gives you the mechanisms. Meeting the requirements is a shared responsibility.

| Requirement              | LTV.ai provides                           | You are responsible for             |
| ------------------------ | ----------------------------------------- | ----------------------------------- |
| Working unsubscribe      | One click link and headers on every send  | Not overriding it                   |
| Physical mailing address | Footer module where it lives              | Putting your real address in it     |
| Honoring opt-outs        | Automatic, permanent suppression          | Not re-uploading opted-out contacts |
| Lawful basis to contact  | Consent status synced from your platforms | Only mailing people who opted in    |

<Warning>
  Check that your footer contains your physical mailing address before your first send. It is a legal requirement under CAN-SPAM and is not added automatically. See [Headers and footers](/brand/headers-and-footers).
</Warning>

## Uploaded lists

Every uploaded list is checked against your unsubscribe and bounce records before sending, so an old export cannot reintroduce someone who has opted out.

This protects against accidents. It does not establish that you have a lawful basis to email the people on the list. That remains your responsibility.

## Customer data requests

If one of your customers asks for their data to be exported or deleted, contact your account manager with the email address. Deletion covers their profile, purchase history, and engagement history in your workspace.

<Note>
  Deleting a customer's data does not remove them from your unsubscribe list. The suppression record is retained specifically so they are not contacted again.
</Note>

## Retention and account closure

For data retention schedules, deletion timelines on account closure, or a data processing agreement, contact your account manager. See [Security](/trust/security).