Unsubscribe in every campaign e-mail: the footer link, the header link and what happens next

E-mail·· 59 views· 3 min read

The short answer: every campaign e-mail carries an unsubscribe link, in the footer and in the message header too, as the big e-mail services ask. Anyone who unsubscribes stops getting the following campaigns, with nothing else to do.

The two links

Where What the person sees
In the e-mail footer The words «Unsubscribe», next to «You are receiving this because you joined our list».
In the message header It is not in the body: it is technical information that apps such as Gmail or Outlook use to show their own unsubscribe button next to the sender.

The header link is the one the big services now ask of anyone sending in volume. It gives the person a way out without hunting at the bottom of the e-mail, and that is why it brings spam complaints down.

Why an easy exit protects you

Someone who wants to leave and cannot find how presses «spam». To a filter, an unsubscribe is neutral; a complaint is a strong signal against your domain. A person who leaves without friction is a problem that never happened. See why complaints weigh so much.

What to do with unsubscribes

1 Respect them. Someone who unsubscribed does not come back through a new import or a new group.
2 Look at how many unsubscribed from each campaign, in the report. An unusual number tells you something did not go down well.
3 Ask why: too many e-mails, content that does not suit that group, or a list that never asked for anything.
Do not hide the link, in tiny type, in the background colour or behind a long form. It is one of the mistakes that send campaigns to spam, and the consent rules are in building a list legally.
Unsubscribing from e-mail is not unsubscribing from everything. Service notices, such as invoices and order confirmations, are a different thing and do not go out as marketing campaigns.

Want to send e-mail campaigns to your customers? Tell us how many e-mails you send a month and we will prepare a proposal.

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SEE ALSO

When a recipient marks your campaign as spam: why it weighs so much and how to avoid it

Reading an e-mail campaign report: sent, opens, clicks, top links and unsubscribes

Building an e-mail list legally: consent, sign-up forms and unsubscribing

Keeping an e-mail list healthy: bounces, contacts who never open and a last-chance campaign

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