What is an unsubscribe?

Unsubscribe

An unsubscribe is a request from a contact to stop receiving emails from your mailing list. When someone clicks the unsubscribe link in your email, they're telling you they no longer want to hear from you through that channel.

Every marketing email you send must include a way for recipients to opt out. This isn't optional: laws like CAN-SPAM, GDPR, and CASL require it. Beyond legal compliance, honoring unsubscribes protects your sender reputation and keeps your list healthy.

Unsubscribe vs. opt-out: what's the difference?

These terms are often used interchangeably, but there's a subtle distinction.

Unsubscribe typically refers to removing yourself from a specific email list or type of communication. Someone might unsubscribe from your promotional emails but stay on your transactional list.

Opt-out is broader. It can mean withdrawing consent from all marketing communications or requesting that a company stop processing your data entirely.

In practice, most email platforms treat them the same way. When someone hits that unsubscribe link, they're opting out of future messages from that sender.

What happens when someone unsubscribes

The moment a contact clicks your unsubscribe link, a few things happen behind the scenes:

1. Their status changes in your email platform
2. They're removed from future sends for that list
3. Your unsubscribe rate updates in your campaign metrics

Most platforms process this instantly. ActiveCampaign, for example, immediately marks the contact as unsubscribed and excludes them from automations tied to that list. You can even trigger specific actions when someone unsubscribes, like updating their record in your CRM or adjusting their lead score.

The contact's data typically stays in your system, just flagged so you don't email them again. This matters for reporting and for re-engagement if they ever choose to subscribe again.

Why people unsubscribe

Understanding why customers unsubscribe helps you prevent it. The most common reasons include:

• Too many emails. Frequency is the top complaint. What feels like staying in touch to you might feel like inbox overload to them.
• Irrelevant content. Generic messages that don't match their interests or purchase history signal that you don't know them.
• They got what they needed. Someone who signed up for a discount code may leave once they've used it.
• Life changes. Priorities shift, and the topic that interested them six months ago might not matter anymore.

Not every unsubscribe is a failure. Some people were never your ideal audience, and others simply moved on. A healthy list naturally loses some subscribers over time.

What's a good unsubscribe rate?

A typical unsubscribe rate falls below 0.5% per campaign. If you're consistently above 1%, something needs attention.

Context matters, though. A re-engagement campaign sent to dormant subscribers will naturally see higher unsubscribes, and that's expected. A welcome sequence shouldn't see many at all.

Track your rate over time rather than obsessing over individual campaigns. Look for patterns: did unsubscribes spike after you increased send frequency? After a particular type of content? Those signals tell you what to adjust.

How to reduce unsubscribes

You can't eliminate unsubscribes entirely, nor should you try. But you can minimize unnecessary ones.

Set expectations early. Tell new subscribers what they'll receive and how often. Your welcome sequence is the perfect place for this.

Segment your list. Send relevant content to the right people. Someone who bought running shoes doesn't need emails about hiking boots every week.

Offer a preference center. Let subscribers choose what types of emails they want and how often. Many people would rather reduce frequency than leave entirely.

Make it easy to pause. A "take a break" option gives subscribers a middle ground between staying and leaving.

Watch your timing. Sending during holidays or busy seasons can feel intrusive, so pay attention to when your audience is most receptive.

FAQs

Do I have to include an unsubscribe link in every email?
Yes, for marketing emails. Laws in most countries require it. Transactional emails like order confirmations are typically exempt, but adding one anyway is good practice.

Can I email someone after they unsubscribe?
Not with marketing content. You can still send transactional emails related to their account or purchases. Sending promotional emails to someone who unsubscribed violates anti-spam laws and damages your deliverability.

Should I ask why someone is unsubscribing?
A brief optional survey can provide useful insights. Keep it to one click if possible, and don't make them jump through hoops to leave.

How long should I wait before removing unsubscribed contacts?
Most platforms handle this instantly. If you're managing lists manually, process unsubscribes within 10 business days to stay compliant with CAN-SPAM.

Want to keep more subscribers engaged? Start your free ActiveCampaign trial and build email experiences people actually want to receive.