Create a Great Unsubscribe Experience

Unsubscribing from email lists has become a routine part of modern life. Whether you accidentally opt into marketing emails during a purchase or simply lose interest in a brand's content, hitting "unsubscribe" is often inevitable.

But for marketers, the unsubscribe moment is more than just losing a subscriber—it's an opportunity to leave a lasting positive impression. Crafting a seamless and respectful unsubscribe experience can maintain goodwill and even boost your brand reputation. Here’s how to do it right.

Why the Unsubscribe Experience Matters

The unsubscribe process is a critical part of the customer journey. While you may be losing a subscriber, you don’t have to lose their trust. A smooth, frustration-free experience can leave users with positive feelings toward your brand, even as they opt out of receiving your emails. Here are seven tips to help you build a great unsubscribe experience.

7 Tips for Crafting a Great Unsubscribe Experience

Here's how you make it easy for people to opt out.

1. Make It Easy to Find

Hiding the unsubscribe button in tiny text at the bottom of an email may seem like a good way to keep subscribers, but it's not. If users have to hunt for the option to unsubscribe, they’ll only grow more frustrated. Instead, ensure your unsubscribe link is easy to locate and accessible.

For example, Oura includes the unsubscribe link in standard-sized text alongside other links in its emails. It’s clear and accessible without detracting from the primary call to action (CTA).

2. Avoid Dark Patterns

Dark patterns are deceptive design techniques meant to confuse or mislead users. In the context of unsubscribe flows, this could mean bolding the “stay subscribed” option or tricking users into thinking they’ve unsubscribed when they haven’t.

An example of this would be a furniture company that uses misleading language to make customers think they’ve fully unsubscribed when, in reality, they’ve only opted out of certain promotional emails. Avoid these tactics—they damage trust and can lead to brand backlash.

3. Set the Right Tone

While it’s important to maintain your brand’s voice, be cautious when using it in functional text like unsubscribe links. People who are unsubscribing might already be frustrated or uninterested in your content, so overly playful or quirky language could irritate them further. Keep your tone clear and professional to match the user’s intent.

4. Provide Options When Appropriate

If you offer multiple types of emails—such as newsletters, promotions, or product updates—consider giving subscribers the option to manage their preferences rather than simply opting out completely.

For instance, American Express provides a variety of email subscription options, allowing users to choose which communications they want to keep. This approach can help retain engagement on a lower level while respecting the subscriber’s preferences.

5. Collect Feedback (But Make It Optional)

Understanding why people are unsubscribing can provide valuable insights for refining your email marketing strategy. However, don’t force users to fill out a survey before unsubscribing—it should be optional.

A great approach is to ask for feedback on the confirmation page after they’ve unsubscribed, ensuring the process feels effortless while still gathering useful information.

6. Unsubscribe Immediately

Nothing frustrates users more than finding out it will take 7–10 business days to process their unsubscribe request. Today’s email platforms can automate this process in real time, so make sure your unsubscribe function is instant. Keeping people on your list after they’ve requested to leave only leads to frustration.

7. Ensure the Process Works

Even the most well-designed unsubscribe experience is worthless if it doesn’t work. Regularly check your unsubscribe links to ensure they are functional and up to date. A broken link or error page not only prevents users from opting out but also leaves a poor impression of your brand’s reliability.

Be Customer-Centric, Even When They Opt Out

Building brand loyalty means providing a positive experience at every touchpoint—even when customers are choosing to leave. By making the unsubscribe process simple, transparent, and respectful, you can maintain a positive relationship with your audience and leave the door open for future engagement.