About Unsubscribes

When a subscriber in your audience opts out of future email marketing, it's called an unsubscribe. CAN-SPAM and other anti-spam laws require Mailchimp to have an unsubscribe process in place.

In this article, you'll learn about unsubscribes in Mailchimp.

How to Manage Unsubscribes

Here are a few things to keep in mind when you manage unsubscribes in Mailchimp.

  • We require you to include an unsubscribe link in your email campaigns. If you use Mailchimp templates, the unsubscribe link is included automatically. Custom templates need to include the unsubscribe merge tag. If you don't include the unsubscribe merge tag, Mailchimp will add a footer to your campaign that includes an unsubscribe link.
  • Mailchimp doesn't allow outside unsubscribe processes, so you need to use the unsubscribe link we provide in your email templates.
  • If you see high rates of abuse complaints or unsubscribes, we recommend you use the double opt-in process for audience subscriptions.
  • High unsubscribe rates can lead to account suspension. If your account has been suspended, please follow these steps to resolve the issue.

How Unsubscribes Work in Mailchimp

Mailchimp treats all audiences in your account independently. When a contact unsubscribes from an audience, they opt out of marketing emails for that audience only. For users who use one account to manage audiences for multiple clients, this is important, so a subscriber who opts out of email marketing from one client isn't unsubscribed from other client audiences.

If you have multiple audiences for a single organization, it's best to manage one master audience, and use tags to organize subscribers. You can then send campaigns to tagged contacts or create segments based on tag data.

When you use a master audience, it allows your subscribers to unsubscribe without the concern that they may be in another audience in the account. If a subscriber who believes they opted out of communications from your company continues to receive campaigns sent to other audiences, it can result in complaints that could put your account at risk for compliance issues.

If you want to make sure certain contacts aren't added to your audiences as subscribers, you can import their addresses as unsubscribed.


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