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15 March 2019

7 Tips for Effective Email Unsubscribe Pages

Stripo / Blog / 7 Tips for Effective Email Unsubscribe Pages

While many companies are afraid to let customers leave, successful brands insert the unsubscribe links to every email they send. Young companies think that letting people unsubscribe is like losing them. Take a look at it from another angle — in fact, you just clean your base of contacts and send newsletter emails only to those who are interested in them. This is a good way to protect your brand emails from being reported as spam.

Did you know that some simple steps can help you design effective unsubscribe pages? Prior to diving into those steps, we need to find out why customers would want to leave us and why we need to add those scary unsubscribe links to our emails.

General reasons why people unsubscribe from us:

  • high frequency;
  • irrelevant information;
  • customer’s preferences have changed;
  • loss of interest in your brand.

The killer reasons to start adding the “unsubscribe” links to your emails:

  • the less indifferent or annoyed by your emails people receive your newsletters, the less you get reported as spam;
  • you will not waste your money on sending emails to those who are no longer interested in your company;
  • it is required by the GDPR rules, the CanSPAM act and the Australian spam laws. The fines range from $16,000 per address to €20 million;
  • you give customers freedom of choice.

Ok, now that we are well aware of the necessity of adding the unsubscribe links to our emails, we need to find out where exactly to add them.

Traditionally, they are located in email footer.Unsubscribe link best practices_Stripo

(unsubscribe link in email, example by Brighton)

The unsubscribe link best practices

  1. It should be noticeable you need to be sure that recipients will not miss it;
  2. Only single opt-out allowed — provide customers with the ability to unsubscribe from your promo emails with just one click — act with the GDPR rules compliance;
  3. The unsubscribe link should lead recipients directly to the unsubscribe confirmation page, where kindly you inform that one has been successfully removed from your contact base;
  4. Remember to clean your contact base prior to sending out a new promo campaign;
  5. Always add the "update preferences" link to the footer of emails. Recipients who were previously interested in your brand and now have an ability to set their new interests at any time, are more likely to do so rather than unsubscribe from you.

If you accidentally or deliberately did not add the “unsubscribe link/button” to your promotional newsletters, Gmail will do it for you. Your displeased recipients will still have an opportunity to stop receiving your emails. Google did it to help its users to get rid of annoying numerous promotions. How does it work? Gmail automatically adds the “unsubscribe” request to all emails. Once an annoyed by your emails person does not find the very link, he or she is very likely to use the link offered by Gmail.

Besides, ESPs that care about their reputation, are likely to ban your newsletters or at least pause them until you add the unsubscribe link.


(the unsubscribe link added by Gmail. Though Litmus, of course, also adds its own ones to the email footer)

How to add the unsubscribe link to your emails with Stripo

  • pull a new structure in your template;
  • click the "text" option;

Stripo Unsubscribe Pages Adding Links with Stripo

  • write the text in. It can be either "unsubscribe", or "unsubscribe here", or "stop receiving emails", etc.;
  • double click it;
  • in the "text editor panel", hit the "link" button;

Stripo Unsubscribe Pages Inserting Links with Stripo

  • insert the link.

Note: please be advised that you can save this element to your personal contact library. And when designing your new campaign, you will just have to pull this sample from the library in your email.

Like we've already mentioned, the link should take recipients directly to the unsubscribe confirmation page — no unsubscribe confirmation emails allowed here.

Below, we want to show you some great unsubscribe page examples, followed by tips. 

7 Tips For Effective Email Unsubscribe Pages

To gather beautiful examples for the article, I needed to unsubscribe from all the newsletters I kept receiving. Must confess that I was too sorry to do that. Once I received the desired unsubscribe page examples, I hurried to subscribe back.

Important to remind: double opt-out is allowed across the US, Canada, Eastern Europe and Asia. While in the EU: only single opt-out is allowed.

The single one means that customers unsubscribe with just one click. The double opt-out requires more actions from your customers, which can really irritate them. This can hardly be your goal.

Tip 1. Unsubscription confirmation

First of all, you need to inform recipients you've heard them and have unsubscribed from your contact list. To avoid some misunderstanding, you may remind your company in case the button was clicked by mistake.

Unsusbscribe Page EXample by Prezzo_Stripo

Tip 2. Resubscribe button

I felt extremely sad when unsubscribed from the Tiffany&Co’s news. Gosh… But they immediately offered me to “resubscribe”. Thank you, guys! Was glad to be in your rows. This is a very good idea to let your customers resubscribe. Especially if they clicked the “unsubscribe” link accidentally.


(unsubscribe confirmation page by Tiffany&Co.)

Tiffany&Co. notifies the clients it will take up to 48 hours for updates.

Tip 3. Let subscribers fix their "mistakes"

This email unsubscribe page is pretty much like the previous one. Bubble added the "mistake" button at the bottom of the email.

Effective Unsubscribe Page Example by Designmodo_Stripo

(unsubscribe confirmation page by Designmodo)

To my big surprise, when I clicked this button, I was told that I would be subscribed back. This was pretty funny and made me smile :)

Stripo_Unsubscribe Page Examples by Designmodo

What is also good about this email? They notified me I would still receive some kinds of transactional emails which require some actions from my side.

Tip 4. Very short quiz

Once a person's just unsubscribed from you, ask him or her to take a short survey. It will be critical to know what makes people leave. Of course, if you are going to change the situation for the better.

Ask just 3-4 questions or even use google form where the customer chooses just one right answer: “too often”, “not interested”, “high prices” or “poor choice of products”, etc.

Effective Email Unsubscribe Page by Bubble_Stripo

(unsubscribe confirmation page by Bubble)

Please, remember to thank respondents for their time.

Stripo Unsubscribe Page Examples by IFP_Stripo

Tip 5. Say you're sorry

Let your recipients know you're gonna miss them. Of course, I resubscribed to the CNN news and MindMeister’ ?


Tip 6. Alternative

Always, always provide an alternative. If a daily newsletter is more than enough, the biweekly newsletter is probably exactly what they want. Give people a choice. Especially, if they would really love to read your emails on weekends. This is the perfect unsubscribe text message example.


(unsubscribe confirmation page by Betalist)

Tip 7. Funny image or video

If you are not spreading the news, why not make a funny unsubscribe confirmation page to entertain subscribers for the last time? Funny or cute. But please do not do it as Groupon did. It was very funny back then. But now each and every entertainment organization does it. Boring… Create something new.

Companies that most subscribers would never want to leave

If your newsletters are always interesting and relevant, sent in a timely manner, beautifully designed, your chances to retain the customers increase.

I would never leave Hipmunk for their cheerful chipmunk. He is so cute and always cheerful. I actually anticipate their newsletters. They dress up their brand hero for special occasions and at the end of every email, they mention they sent it with love.


(email footer sample by Hipmunk)

I love this. Thank you!

CampaignMonitor is worth being mentioned here also. First of all, they send relevant news and fresh blog posts. Secondly, for:


(email footer sample by Campaign Monitor)

Guys, thank you. I like it… No, I love it. Even if I know you send it to millions of other users.

Make your clients feel special, valued and unique along with appropriate news. And they will always get back to you

Ask recipients to rate your email.

Unsubscribe Page_HubSpot_Asking to Rate Emails_Stripo

(email footer sample by HubSpot)

When you receive feedback, respond! If you got "5 stars", thank the recipient for it. If the email got "2 stars", send out a short quiz where you ask just a few questions. This will help you improve all future campaigns.

Final thoughts

Here, we surveyed the unsubscribe page best practices and paid close attention to their unique features. In order to keep customers, you should:

  • Never stop your customers if they want to go. Instead, offer them a choice — add the “unsubscribe button” to all emails you send out;
  • Use any of the aforementioned best practices;
  • Provide them with only relevant newsletters;
  • Use single opt-out unsubscription for the EU to comply with the GDPR rules and in the US in order not to annoy subscribers and to let them leave with no extra moves;
  • According to the KnowledgeBase statistics, 2% of unsubscribers per newsletters is within marketing norms. If you go beyond this number, then you should reconsider your email marketing strategy, then start A/B testing or send survey invitation emails;
  • Add the "like" and "dislike" buttons at the end of emails to know what recipients really think about your emails;
  • Cherish and celebrate your customers and they will not even think of leaving you.

May your customers never unsubscribe from your newsletters. Create beautiful, endearing messages with Stripo, fill them in with useful content and satisfy your customers with orderly shaped emails.

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