Want to reduce your unsubscribe rate? Create unsubscribe lists for your audience to choose what type of email to receive. Each unsubscribe list is a type of email, such as a newsletter or event invitations, that you pick under What type of email is this? when you create an email campaign.

This article covers:

• Unsubscribe Lists: How it works
• Opening Unsubscribe Lists
• Creating a new Unsubscribe List
• Multiple language support
• Editing or deactivating an Unsubscribe List
• Working with an Unsubscribed User

Accidentally unsubscribed a contact? Resubscribe the contact

Unsubscribe lists and email types: How it works

There are three steps:

1. The Administrator sets up Unsubscribe Lists to categorise email campaign content into different types. For example, a promotional/sales email type vs an onboarding/support email type  
2. When users create an email, they can choose an Unsubscribe List. That way, the email audience can pick and choose which email type to subscribe or unsubscribe, rather than unsubscribing to all emails 
3. When selecting Unsubscribe at the bottom of an email, a screen appears offering multiple ways to unsubscribe. The screen follows the language of the recipient's web browser. Recipients whose browser is set to Swedish see the Swedish title and description, if the list has one. All other recipients see the Fallback title and description. The rest of the page text is shown in Swedish or English, following the same browser setting. See also How do I choose the language on an email campaign unsubscribe page?

Opening Unsubscribe Lists

You need Administrator access or Marketing access to create Unsubscribe lists.

Click Settings → Marketing → Email settings → Unsubscribe lists:

Creating a New Unsubscribe List

To add a new Unsubscribe list, complete the following steps.

1. Click New list:
   
   
    
2. Add a Title (up to 40 characters) and a Description (up to 50 characters). The circle by each field fills up as you type.
   
   
    
3. The first section, English (marked Fallback), holds the default title and description. To add a translation, open Select language under Add language and pick a language:
   
   
    
4. Add the Title and Description for the category in the next language. Repeat to include multiple languages. Click the trash can to remove it from this category.
   
   
    
5. Switch on Active and click Save.

Editing or deactivating an Unsubscribe List

You can make changes to your Unsubscribe lists, or if you no longer want to send that type of content, you can deactivate an Unsubscribe list. 

1. Click Settings → Marketing → Email settings → Unsubscribe lists
2. Click the unsubscribe list you want to edit
3. Update the Title and Description, or click the Active toggle button to deactivate the list:
   
   
   
   If the list is used in an email campaign (including scheduled campaigns and drafts) or a flow, the Active toggle is locked. Click See where the unsubscribe list is used to see those campaigns and flows. Remove the list from each of them, then deactivate it.
    
4. Click Save

Working with an unsubscribed User

You can see unsubscribed information in a user's contact information as illustrated below.

When creating a new email campaign, you will also see if selected recipients are unsubscribed from the type of email you have selected. Those recipients are not sent the email, which is why fewer contacts than you selected will receive your email. Click the red unsubscribed from this email type count to see who they are.

If you create a new contact with the unsubscribed email address, they stay unsubscribed. How to resubscribe a contact.  

Unsubscribed email addresses can still receive form submissions