About Unsubscribes

When a subscriber on your list declines to receive further communications, it's called an unsubscribe. CAN-SPAM and other anti-spam laws require ESPs like MailChimp to have an unsubscribe process in place.

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 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.

  • We strongly encourage you to use our double opt-in process for list subscriptions. Accounts that use double opt-in methods tend to experience fewer issues and unsubscribes than those who collect through single opt-in.

  • 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 lists in your account independently. When a subscriber unsubscribes from a list, they are unsubscribed from only that list, and not all lists in the account. For users who use one account to manage lists for multiple clients, this is important, so a subscriber who opts out of email marketing from one client isn’t unsubscribed from other client lists.

If you have multiple lists for a single organization, it is a good idea to manage one master list, and use groups to organize subscribers. You can then send campaigns to one or multiple groups.

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

For users who want to make sure certain subscribers aren’t added to their active subscriber lists, you can import a suppression list when you create a list.

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