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.
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.
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
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.
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
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.
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
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