Unsubscribe forms
Unsubscribe forms are the page recipients land on when they click "unsubscribe" in an email. Here they can opt out, adjust their preferences, or tell you why they no longer want your emails. Each mailing list uses one linked unsubscribe form.
Unsubscribe forms are the page recipients land on when they click "unsubscribe" in an email. Here they can opt out, adjust their preferences, or tell you why they no longer want your emails. Each mailing list uses one linked unsubscribe form.
Campaigns sent to that list automatically point to this form, so you build it once and every campaign to the list uses it as the unsubscribe destination.
How an unsubscribe form is built up
- Page 1 — unsubscribe or adjust preferences. This is the first page the recipient sees, where they confirm their unsubscribe or adjust their preferences. If the list uses topics, you can let them choose which subjects to keep or drop, so they don't have to leave entirely.
- Page 2 — reason for unsubscribing (optional). Here you can ask why someone is leaving. Keep it short and simple, with a few common reasons such as "too many emails", "content isn't relevant", "signed up by accident" or "other". This feedback can help improve your email strategy.
- Page 3 — confirmation. The final page confirms the change is saved. Thank the recipient for their time and keep the message short and friendly.
Topic preferencesWhen your mailing list uses topics, recipients can unsubscribe from specific subjects without leaving entirely. This keeps unsubscribes down and gives recipients more control over what they receive.
One form per mailing listAn unsubscribe form is linked to one mailing list, and every campaign sent to that list uses the same form automatically. Change the form and the update applies to future campaigns straight away — you don't need to edit existing campaigns one by one.
Publish before you sendOnly completed unsubscribe forms can be used by sent campaigns. Always check that the form's status is Completed before you send: a form still in draft won't be linked. Also test the unsubscribe link in a test email to be sure everything works.
Keep it simpleAn unsubscribe form doesn't need to convince or hold anyone back. Give recipients a clear way to adjust their preferences or unsubscribe, and end the relationship neatly.
Do I need a separate unsubscribe form per campaign?
No — one form per mailing list is enough. Every campaign you send to that list uses the same unsubscribe form as the destination of its footer link.
Where do I see the reasons people gave for unsubscribing?
On the form's detail view — open the form from the overview to see aggregate counts per reason. That view is where the value of the reasons slide actually lives, so build the form with the slide on if you want the data later.
Can I skip the unsubscribe form entirely?
No — anti-spam law requires every commercial email to include a working unsubscribe mechanism. The form is that mechanism. You can keep it minimal (no reasons, simple thank-you), but it has to exist and work.
A recipient unsubscribed by accident — can I resubscribe them?
Not from your side. They have to opt in again themselves via your subscribe form. Flipping their status back manually breaches GDPR, since you no longer have permission to mail them.
See also
Updated about 9 hours ago