How to Improve Your Unsubscribe Page, so People Don't Unsub!

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No one likes it when someone unsubscribes from their email list. It's a hard pill to swallow when you see that notification pop up in your inbox. But it doesn't have to be such a negative experience! There are ways to improve your unsubscribe page so that customers don't feel the need to leave in the first place.

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How to Improve Your Unsubscribe Page, so People Don't Unsub
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What is an Unsubscribe Page?

An unsubscribe page is a page where newsletter subscribers are brought to when they decide to unsubscribe from your email list. This page usually has a form for the customer to fill out, asking for their reason for leaving and offering them the option to change their mind.

Most unsubscribe pages are generic, blank pages and are often forgotten. But if you play your cards right, they offer more possibilities than you think! Here's what they should include:

Be Concise
Your unsubscribe page should be short, sweet, and to the point. The last thing you want is for your customer to feel overwhelmed or bogged down by too much information. Get straight to the point and make it easy for them to unsubscribe.

Include a CTA
Your unsubscribe page is an excellent opportunity to include a call-to-action (CTA). Instead of just having a form for customers to fill out, use this opportunity to promote other avenues of engagement with your brand. There may be a new product launch coming up that you want customers to know about. Or you're running a contest that they could enter. Whatever it is, make sure your CTA stands out and is impossible to miss!

Make It Visually Appealing
Your unsubscribe page should reflect your brand, so make sure it looks good! Use attractive visuals and clean design to create a page that is pleasing to look at. You want customers to remember your brand in a positive light, even if they are unsubscribing from your emails.

Defining Unsubscribe Pages

Having an unsubscribe page is crucial in every business. Customers must always be able to unsubscribe from newsletters according to the GDPR law. The General Data Protection Regulation (GDPR) is a new law that took effect on May 25th, 2018. The GDPR replaces the 1995 EU Data Protection Directive. It strengthens EU data protection rules by giving individuals more control over their personal data and establishing new rights for individuals.

GDPR applies to any company that processes the personal data of EU citizens, regardless of whether the company is based inside or outside the EU. Companies that process the personal data of EU citizens must comply with the GDPR unless they can demonstrate that they meet certain conditions.

What does GDPR mean for unsubscribe pages?

Unsubscribe pages allow people to opt out of receiving email communications from a company. Under GDPR, companies must allow people to opt out of receiving email communications from them if they no longer want to receive them. This means that unsubscribe pages must be updated to comply with GDPR.

A compliant unsubscribe page must:

  • Include a link to an individual's right to withdraw consent
  • Allow people to unsubscribe from all communications, not just some
  • Be prominently displayed
  • Be easily accessible

Failure to comply with these requirements could result in a fine under GDPR.


If you have an unsubscribe page on your website, it is important to ensure that it complies with GDPR. Failure to do so could result in a fine under the law. Specifically, your unsubscribe page must now include a link to an individual's right to withdraw consent, and allow people to unsubscribe from all communications. However, setting up a cadence with social selling does not require this step. It is prominently displayed in emails and is easily accessible. Updating your unsubscribe page now will help you avoid any penalties. However, an unsubscribe page doesn't have to be a drag! By following these simple tips, you can create an unsubscribe page that offers value to your customers. You might even convince some of them to stay on your list!