Suped

Can hiding an unsubscribe link that directs users to a login page cause deliverability issues?

Summary

Across expert opinions, marketer insights, and documented best practices, the consensus is that hiding unsubscribe links or directing users to a login page severely harms email deliverability. This practice is likely a violation of CAN-SPAM, frustrates recipients, leading to increased spam complaints, damages sender reputation, can lead to filtering or blocking of emails, and ultimately results in legal issues. The key takeaway is the critical importance of providing a clear, conspicuous, and easily accessible unsubscribe option to maintain a healthy email ecosystem.

Key findings

  • Deliverability Impact: Hiding unsubscribe links causes deliverability issues.
  • CAN-SPAM Violations: Difficult unsubscribe processes violate CAN-SPAM.
  • Increased Spam: Hiding unsubscribe results in higher spam complaints.
  • Reputation Damage: Obstructed unsubscribe harms sender reputation.
  • Legal Risks: Non-compliant unsubscribe process invites legal trouble.

Key considerations

  • Ease of Unsubscribe: Make unsubscribe process easy and obvious.
  • Regulatory Compliance: Comply with CAN-SPAM regulations.
  • User Experience: Provide a positive user experience.
  • Reputation Management: Prioritize sender reputation.
  • Avoid Friction: Remove unnecessary steps like login requirements.

What email marketers say

10 marketer opinions

Hiding unsubscribe links or making the process cumbersome by directing users to a login page negatively impacts email deliverability. It increases spam complaints, violates CAN-SPAM regulations, damages sender reputation, and leads to legal troubles. An easily accessible and clear unsubscribe process is crucial for maintaining a good sender reputation and ensuring emails reach the intended recipients.

Key opinions

  • Negative Impact: Hiding unsubscribe links damages email deliverability.
  • CAN-SPAM Violation: Difficult unsubscribe processes may violate CAN-SPAM regulations.
  • Increased Spam Complaints: Complicated unsubscribe processes increase spam complaints.
  • Damaged Reputation: Difficult unsubscribe processes can hurt sender reputation.

Key considerations

  • Easy Unsubscribe: Make the unsubscribe process clear and easy to access.
  • Compliance: Ensure unsubscribe process complies with CAN-SPAM regulations.
  • Sender Reputation: Prioritize maintaining a good sender reputation by not hiding the unsubscribe link.
  • User Experience: Provide a frictionless unsubscribe experience to avoid frustrating users.

Marketer view

Email marketer from OptinMonster shares that frustrating users with difficult unsubscribe processes increases spam complaints. Spam complaints directly impact your deliverability rate.

25 Nov 2022 - OptinMonster

Marketer view

Email marketer from HubSpot suggests that making it easy to unsubscribe is a key factor in improving email deliverability. Hidden unsubscribe links are a big no-no.

2 Nov 2024 - HubSpot

What the experts say

4 expert opinions

Hiding the unsubscribe link and directing users to a login page is detrimental to email deliverability. Experts highlight the increased likelihood of spam complaints, CAN-SPAM violations, damaged sender reputation, and legal repercussions. Requiring a login adds unnecessary friction, frustrates recipients, and limits their ability to easily opt-out, leading to negative consequences for email marketing campaigns.

Key opinions

  • Legality: Requiring login for unsubscribe violates CAN-SPAM and other laws.
  • Complaints: Hidden unsubscribe leads to more spam complaints.
  • Reputation: Obstructing unsubscription damages sender reputation.
  • Friction: Login requirement adds unnecessary friction.

Key considerations

  • Easy Opt-Out: Provide a clear and easy unsubscribe process.
  • Compliance: Ensure compliance with CAN-SPAM and other email marketing regulations.
  • User Experience: Prioritize a positive user experience by making unsubscribing simple.
  • Reputation Management: Protect sender reputation by avoiding practices that frustrate recipients.

Expert view

Expert from Email Geeks states that if the preference update requires a login, then they're breaking the law. Although automatic filters may not know it, individuals managing filters will recognize it.

31 Jan 2025 - Email Geeks

Expert view

Expert from Email Geeks states that the hidden unsubscribe link that requires a login could lead to problems, including CAN-SPAM violations and increased spam complaints. It only takes one complaint of "this customer is not offering an unsubscribe option" to be noticed by the ESP to lead to an uncomfortable conversation.

1 Jan 2022 - Email Geeks

What the documentation says

5 technical articles

Email deliverability is negatively impacted by hiding unsubscribe links and forcing users to log in. Documentation from Mailchimp, Litmus, SparkPost, Google Postmaster Tools, and Microsoft SNDS consistently indicates that such practices lead to increased spam complaints. Higher spam rates damage sender reputation, lower inbox placement, and potentially cause emails to be filtered or blocked. A clear, easy, and obvious unsubscribe process is essential to avoid these deliverability issues.

Key findings

  • Spam Complaints: Hiding unsubscribe links increases spam complaints.
  • Deliverability Impact: Higher spam rates negatively affect email deliverability.
  • Reputation Damage: High spam complaint volumes damage sender reputation.
  • Lower Placement: Hiding unsubscribe links results in lower inbox placement.

Key considerations

  • Easy Unsubscribe: Ensure a clear and easy unsubscribe process for recipients.
  • Reduce Friction: Avoid practices that add friction, like requiring a login.
  • Monitor Spam Rates: Monitor and maintain low spam complaint rates.
  • Optimize for Delivery: Optimize email practices for better inbox placement and delivery.

Technical article

Documentation from Mailchimp explains that making unsubscribing difficult can increase spam complaints. Requiring a login adds friction and may frustrate recipients, leading them to mark the email as spam instead of unsubscribing.

26 Aug 2024 - Mailchimp

Technical article

Documentation from Litmus explains that spam complaints are a significant factor in determining email deliverability. Hiding the unsubscribe link and forcing login will result in more spam complaints which will negatively affect future deliverability.

4 Feb 2025 - Litmus

Start improving your email deliverability today

Sign up