Best Practices for Unsubscribe Pages

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When making an unsubscribe page, there are a few things you should keep in mind:

  • It is illegal to require a login for someone to be able to unsubscribe.
  • You must offer an "unsubscribe from all" option.


Let them unsubscribe! While it's always sad to lose a subscriber, it is far better for someone to unsubscribe than for them to click the spam button or report your message as abusive. Your unsubscribe page should be as clear and easy to navigate as possible. If you offer a preference center, you must still include an unsubscribe from all option.

Here are a couple of links to outside resources on bad unsubscribe pages that may help provide examples of what not to do:

Bad Unsubscribe Processes by Laura Atkins from Word to the Wise

Really Bad Unsubscribe Processes by Denise Cox from Newsweaver

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