Let's face it — the unsubscribe page is the least-loved step in email marketing. Yet, every marketing email has to include an unsubscribe link. Not just because the law says so, but because it's part of respecting your subscribers' wishes.
Ignore this, and you risk two big problems: legal trouble and your emails hitting the dreaded spam folder. Ouch.
So, what do you say on that page? How do you keep it clean, clear, and maybe even leave the door open for your subscribers to come back someday?
Why Is the Unsubscribe Link So Important?
There are two main reasons you must have a visible, easy-to-find unsubscribe link:
- Legal compliance. Laws like GDPR and CAN-SPAM insist on giving people a straightforward way out. Subscribers know their rights and aren't afraid to report companies that play hide-and-seek with the unsubscribe button.
- Respecting your subscribers. Sure, losing a subscriber stings. But pushing unwanted emails only damages your brand and hurts engagement in the long run.
One-Click Unsubscribe vs Preference Centre: Which Should You Choose?
One-Click Unsubscribe
Some brands let subscribers jump ship instantly — one click, and they're off your email list. It's quick, simple, and leaves a positive impression. "Wow, that was easy," your subscriber thinks. If they ever want back in, that smooth exit could be the reason they return.
Preference Centre
Others prefer a landing page offering options:
- "I want fewer emails."
- "Send me only product updates."
- "Keep me on the newsletter list."
This approach can reduce unsubscribers by tailoring emails more closely to preferences — but it risks frustrating those who just want out fast.
What to Say on Your Unsubscribe Page
Whether you offer one-click or a preference centre, your unsubscribe page is a last chance to leave things on a positive note. Here's what works well:
- Thank you for being with us! A genuine "Thanks for reading our emails" goes a long way.
- We're sorry to see you go. Acknowledge their choice respectfully, no guilt trips.
- Would you like to adjust your preferences instead? If you have a preference centre.)
- If you change your mind, you can always resubscribe here. Make the door easy to find.
- (Optional) A quick survey. One or two questions like "What made you unsubscribe?" help you learn — but keep it super quick and never mandatory.
Example:
"Thanks for being part of our community! We're sorry to see you go, but we respect your choice. If you'd like, you can update your email preferences or resubscribe anytime."
Pro Tip: Learn From Every Unsubscribe
Unsubscribes aren't just losses — they're feedback gold.
Before someone clicks "Unsubscribe", their engagement data can tell you if they were already checking out:
- Did their open rates drop?
- Were they ignoring your emails?
- Did click-throughs suddenly vanish?
Use this data to spot when your subscribers start drifting away — and act before they leave. Maybe tweak your frequency, update your content, or ask for feedback earlier in their journey.
Remember: It's Cheaper to Keep a Subscriber Than Gain a New One
Winning a new subscriber is costly. Retaining an existing one — even if it means changing how often you email them — saves time, money, and effort.
So treat your unsubscribe page as part of a bigger subscriber-care strategy. Make it easy, respectful, and honest.
