If there’s one part of the email that marketers love to hide, it’s the unsubscribe link. Usually tucked into 8-point grey text at the bottom of a ten-screen monster newsletter, like it’s some sort of shameful secret.
But here’s the truth: making it easy to unsubscribe is not just good manners. It’s good deliverability.
In fact, being brave enough to put that unsubscribe link right at the top might just be the smartest move you’ll ever make.
Why Unsubscribe Links Matter to Filters
Inbox providers want to protect their users. If someone gets an email they didn’t ask for, they have two choices:
- Click “Unsubscribe”
- Click “Report spam”
One of those keeps your sender reputation intact. The other drags it into the gutter.
If your email makes it hard to unsubscribe, people are more likely to hit that spam button. And spam complaints are the single fastest way to destroy your domain’s reputation. Think of them like black marks that don’t wash off easily.
So when filters see a clear, visible, and working unsubscribe link, they see you as a responsible sender. That helps you stay in the inbox.
What Counts as a Valid Unsubscribe Link
There are a few common types of unsubscribe options:
1. Direct unsubscribe link
This takes users to a web page where they can confirm removal. Most ESPs generate this for you automatically.
2. One-click unsubscribe
Even better. This removes the user as soon as they click. Some inboxes (like Gmail) even extract this to show a built-in “Unsubscribe” button.
3. Mailto link
Old-school, but still works. This opens the user’s email client with a pre-filled message asking to be removed. Good fallback option, especially if you’re sending basic HTML emails.
Here’s how a basic mailto link looks:
<a href="mailto:unsubscribe@youragency.co.uk?subject=Unsubscribe me">Unsubscribe</a>It’s simple. It’s clear. And it works. Want to create your own? Scroll down. We built a tool just for you.
Live Tool: Make Your Own Mailto Unsubscribe Link
We’ll embed a live generator right here in the blog (think like this: mailtolinkgenerator.com, but ours). Users pop in their unsubscribe email and subject line, and it spits out clean HTML.
Inputs:
- Email address to unsubscribe from
- Pre-filled subject line
- Optional body text
Output:
- A copy-and-pasteable
mailto:link
No sign-ups. No nonsense. Just useful code. This keeps things practical and encourages even the least technical reader to do the right thing.
Mailto Link Generator
Why You Should Put the Unsubscribe Link at the Top
Now for the scary bit. Moving that link up. Like, way up. To the top of your email.
Why would you do that?
- Fewer spam complaints
When people want out, let them go easily. They won’t mark you as spam if you give them a clean exit. - Cleaner lists
Unsubscribes are a gift. They remove people who were never going to engage. That improves your open rates and click-throughs. Your future campaigns get better. - Looks trustworthy
Inbox filters see that visible opt-out and give you extra points. You’re not trying to trap anyone. You’re acting like a grown-up business.
If you’re feeling brave, try a message like:
“Not for you? Click here to unsubscribe before we bore you.”
It’s honest. It’s human. And it works.
A Word on Law and Compliance
GDPR, PECR and the rest of the alphabet soup say you must offer a way to opt out. It has to be easy. It has to work. So while this isn’t just about compliance, it also keeps you legal.
TL;DR
Unsubscribe links are not your enemy. They’re your best friend in the fight for inbox trust. The easier you make it to leave, the more likely it is people will stick around (or at least leave quietly without torching your reputation on the way out).
Make your unsubscribe link visible. Consider putting it at the top. And if you’re still relying on a link buried in grey text at the bottom, it’s time for a rethink.
Need Help Fixing Your List Hygiene?
At Quinset, we help recruitment agencies and marketers build better, cleaner email lists. That includes smart unsubscribe strategies, deliverability audits and tools that make sure your messages are welcome, not flagged.
Need someone to look over your unsubscribe setup? Get in touch. We’re not scared of a few unsubscribes, and you shouldn’t be either.
