When you send email to your subscribers, you're required to include an opt-out link. When a subscriber clicks the opt-out link, this is called an unsubscriber in your account. Including this link in all of your emails is required so that your organisation remains spam compliant.
To help you maintain spam compliance, your account includes a dedicated unsubscriber list which automatically updates as your subscribers opt-out of your marketing. This list of previously unsubscribed contacts is included in your monthly billing free of charge.
This article has been designed to help with all things unsubscribe related. Here is a list of the topics we will be covering below (click to skip ahead):
- Upload a suppression list of previous unsubscribers
- Unsubscribing by clicking a link in an email
- Manually unsubscribing a contact within a list
- Unsubscribing a contact across all lists
- One-click Unsubscribe
- Search and remove unsubscribers from your lists
- Resubscribing an unsubscribed contact
- Collecting unsubscribe feedback
If you're managing multiple lists in your account, and a contact unsubscribes from an email sent to them that contact will only be unsubscribed from the list they are in. If you need to ensure contacts are unsubscribed across lists, you may need to manually unsubscribe contacts across all lists or use a single list for your marketing communications.
Once a contact has been added to the unsubscriber list, by default, they won't be included in any future contact imports ensuring you do not send emails to contacts who have previously unsubscribed.
You may also wish to look at setting up a newsletter subscription using an update profile form instead of the default unsubscribe feature if you are using a Master List.
When you move your contacts over from your CRM, you will usually have a list of contacts who have opted out of your marketing. When you move your contacts into the email marketing system, you need to make sure these contacts are still excluded.
Before you upload ANY contacts in your account (and even before you upgrade your account if possible) you should upload your suppression list of previous unsubscribers. Here is how:
- From the Contacts menu click on Unsubscribers
- Click the blue Add button located on the right. This will take you to the bulk unsubscribe feature
- Paste all the email addresses into the field and make sure to select 'Add to all lists' then click the blue Add button in the bottom right corner.
Contacts from the suppression list will now be stored in the global unsubscriber list in your account. You can find this list by going to 'Contacts' and then 'Unsubscribers' from up the top of the screen.
To help keep you spam complaint, the system automatically adds in an unsubscribe link to the footer of all emails sent from the system. But depending on the look you are after in your email, you may also like to customise your own unsubscribe link to look a certain way.
Below are the steps on how to:
- Edit the default unsubscribe link; and how to
- Create your own custom unsubscribe link in the message
Both these methods of unsubscribing a contact will only unsubscribe the contact from the list the message was sent to.
- Select the message.
- Under Actions select 'View Details'
- This will display the Message Details pop-up window, select the Footer Links tab.
- Ensure the Unsubscribe Link check box is ticked.
- For the list drop down option, select the list you are sending the message to OR select the "(Contact's List)" option as above and the system will automatically unsubscribe the contact from the list the message is sent to.
- For the Form Style drop down option, select the form style you designed for this function OR select the "(Default Style)" option to have the default unsubscribe form in the list display.
- Click Save Changes.
- Edit the message you wish to add a custom unsubscribe link to.
- Select 'Details' up the top right to display the message details window.
- Select the footer links tab as above.
- Untick the Unsubscribe Link check box to turn off the default option and read the pop-up notice and click 'OK'.
- Click to Save your changes.
- Edit the text in your message to type in some text for you link eg: Click here to unsubscribe.
- Highlight the text then click the 'link' icon on the toolbar - this will open up the insert link window.
- Select 'Web forms' on the left.
- Change the drop down options to the unsubscribe form you wish to display.
- Click Insert Link and save your changes.
If your contact requests to be unsubscribed by personal communication, this can be done by following these steps:
- Click 'Contacts'.
- Search for the Contact in the list.
- Selecting the Contact (little check box on the left of the contact).
- From the 'Actions' menu, clicking 'Unsubscribe'.
The selected contact will then be unsubscribed from the selected list. Please repeat if you need to unsubscribe the contact across all lists or follow the steps below.
If a contact requests to be unsubscribed, you can use the bulk unsubscribe feature. To do this:
- Click 'Contacts' up the left navigation menu.
- Then click 'Unsubscribers' from up the top - this will display all the contacts in your account that have ever unsubscribed.
- Click the 'Add' button and fill out the details of the contact or paste in a list of contacts. Ensure that the 'Add to All Lists' checkbox is selected.
- Click 'Add' in the bottom right corner.
To make your unsubscribe function more seamless for your contacts, you can set up one-click unsubscribe.
This means that recipients can simply click the unsubscribe link to be unsubscribed rather than having to confirm their email address. (Please note: not recommended if your email will be forwarded on to another recipient)
To set this up:
- Login to your account.
- Click on 'Lists and Forms' on the left in the navigational bar.
- Select the list that contains your unsubscribe form and click the edit button on the right hand side.
- Select the correct form from the tabs along the top of the editor.
- Ensure you are on the 'unsubscribe form' section of the form (there are little sub tabs showing which is which).
- On the list tab, expand the 'Advanced Settings' section by clicking on the arrow next to 'Advanced Settings' heading.
- Tick the checkbox that says 'Allow one-click unsubscribe.'
- Click save.
When contacts unsubscribe from your list(s) it is a good idea to remove them to keep the number of contacts in your database down. Here is how:
- Click 'Contacts'.
- Use the 'Current List' drop down menu's up the top to select the correct list
- Click the Advanced Search icon (a little magnifying glass in the top right area beside some other buttons)
- In the first drop down menu option, select 'Subscribed' - 'Is' - 'No'
- Click 'Search'
Once you have your search results of all unsubscribed contacts, you will 'select all' and then choose 'Delete' from the 'Actions' menu. (please note: we recommend to download this list of contacts prior to Deleting so you can save a record for your reference)
Once you have removed the unsubscribers, you may also want to remove any inactive / deactivated contacts from your list.
From time to time a contact who has previously unsubscribed might like to be added back into your contact list. To resubscribe contacts who have been unsubscribed before:
- Go to 'Contacts' in your account.
- Click on 'Unsubscribers' from up the top.
- Using the search bar at the top of the unsubscribers list, search for the contacts email address or phone number.
- When you find them, select the contact record by clicking the check-box to the left.
- From the Actions menu at the bottom of the page, choose to 'Restore Contacts'.
- Tick both check-box items.
- Click the 'Restore' button.
If you would like to gather some feedback from your subscribers when they unsubscribe from your list, you could set up an autoresponder to collect this feedback. (please note: this feedback is unable to be collected directly on the unsubscribe form)
To set this up:
- Create a plain autoresponder message that will be triggered to be sent when someone unsubscribes. In this email you will need to clearly state that they have been unsubscribed and that you are only gathering some feedback. Please see below:
- Create a new list called something like "Unsubscribers Feedback only - do not send". Add a comments field onto the subscribe form to collect the feedback, as per below:
- After the list is created, you will need to link to the Unsubscribe Feedback form from the message, as per below:
(in my example I would be placing this link on the text "Please click here to submit your Unsubscribe Feedback through to us!")
- Then you simply need to set up the Autoresponder to trigger the send of the above email when someone Unsubscribes. To do this:
- Go to the 'Automation' menu on the left
- Make sure 'Autoresponders' is selected up the top
- Click the 'New Autoresponder' button on the right
- Select the type of autoresponder you wish to Create eg. 'Welcome New Subscribers'
- Select the Folder and the List that your contacts will be Unsubscribing from
- Click 'Select and Go'
- Click 'Edit' to set up what message is to be sent and when
- In Step 1 of 4: Select 'Unsubscribe'
- In Step 2 of 4: Check the correct list people will be unsubscribing from is selected
- In Step 3 of 4: Select the message you wish to send that contains the link to the feedback form you created
- In Step 4 of 4: Set when you would like this to be sent eg. immediately
- Click 'Save'
- Then Activate when you are ready by simply turning it 'ON'
Please note: The Spam Act states that you have up to 5 days to unsubscribe a contact so as long as the autoresponder is triggered immediately you will not be in violation of the spam act.
I would recommend going through and unsubscribing all contacts that are in the feedback list as well to save from accidentally sending to them in future.
If you like, you can export the feedback from the new list and update this in the existing record of the contact so you can delete out the duplicate records to save on costs.