Where is the best place to put an unsubscribe link in an email?
Michael Ko
Co-founder & CEO, Suped
Published 30 May 2025
Updated 16 Aug 2025
5 min read
The unsubscribe link in an email is more than just a legal requirement, it is a critical component for maintaining your sender reputation and ensuring long-term email deliverability. Poor placement or an unclear unsubscribe option can lead to higher spam complaints, which in turn can land your domain on a blocklist or blacklist, impacting your ability to reach the inbox.
The question of where to place this link often sparks debate among email marketers and deliverability specialists. While many email service providers automatically insert an unsubscribe option, understanding the best strategic placement can significantly influence your email program's success. It is a balancing act between providing a clear exit for subscribers and managing perceived unsubscribe rates versus spam complaint rates.
The traditional approach: email footer
The email footer has long been the standard and most anticipated location for an unsubscribe link. It aligns with how recipients typically interact with email content, expecting legal disclaimers, contact information, and opt-out options to be at the bottom.
This placement feels natural and is generally compliant with regulations like CAN-SPAM, GDPR, and CCPA. Recipients who actively seek to unsubscribe will typically scroll to the bottom, where they expect to find this type of administrative information alongside your physical address and copyright details.
While placing the link in the footer is common practice, it is crucial that the link is still clearly visible and not hidden. Ambiguity around the unsubscribe option can frustrate users, potentially leading them to mark your emails as spam rather than seeking the unsubscribe link.
The case for above the fold
An increasingly popular strategy is to place the unsubscribe link or button above the main content of the email, sometimes referred to as 'above the fold' or in the header. The primary rationale behind this is to make the unsubscribe option immediately obvious.
Proponents argue that by making it easier for dissatisfied subscribers to opt out, you reduce the likelihood of them hitting the spam button. Marking an email as spam is significantly more damaging to your sender reputation and deliverability than an unsubscribe. While an unsubscribe increases your unsubscribe rate, a spam complaint can lead to your domain being put on an email blacklist (or blocklist).
However, this approach often leads to higher visible unsubscribe rates. Some clients may push back on this, as it can appear counter-intuitive to make it easier for people to leave. But it is important to remember that these are subscribers who likely would have opted out anyway, or worse, marked you as spam. Providing a clear path out can also improve your overall email deliverability rates.
Footer placement
Expectation: Most users expect to find administrative links, like unsubscribe, at the bottom of the email, making it a familiar location.
Aesthetics: Less intrusive on the main content and visual design of the email, maintaining a cleaner look at the top.
Compliance: Fully compliant with global email regulations as long as the link is clear and functional.
Potential drawbacks
Spam complaints: If the link is hard to find or requires scrolling, frustrated users might opt for the spam button instead.
User experience: Less immediate for users who want to quickly opt out, potentially leading to negative sentiment.
Above the fold placement
Spam reduction: Makes it easier for users to unsubscribe, reducing the chance they mark your email as spam, which is crucial for deliverability.
User focus: Prioritizes user experience by giving immediate control over their subscription preferences.
Potential drawbacks
Higher unsub rates: Can result in a higher *reported* unsubscribe rate, which some marketers find concerning, even if it prevents spam complaints.
Visual impact: May interfere with the primary visual layout or branding at the top of the email.
Beyond the body: one-click unsubscribe headers
Beyond the visual placement within the email body, modern email clients (like Gmail and Yahoo) strongly recommend, and often automatically generate, an one-click unsubscribe option directly in their interface. This is enabled through the List-Unsubscribe header in your email's technical headers.
The List-Unsubscribeheader allows mail clients to display their own prominent unsubscribe button, usually near the sender's name or subject line, without the recipient even needing to open the email. This is a critical component for meeting new sender requirements from major inbox providers.
Implementing the List-Unsubscribeheader is considered a best practice regardless of where you place your in-body unsubscribe link. It provides an additional, highly visible, and reliable method for recipients to opt out, further reducing spam complaints and contributing positively to your sender reputation.
While this header-based unsubscribe is crucial, it does not negate the need for an in-body unsubscribe link. Some email clients may not support it, and a visible link within the email body ensures accessibility for all recipients and fulfills compliance requirements.
Considering user experience and deliverability
Ultimately, the best place to put an unsubscribe link considers both deliverability and user experience. An ideal strategy often involves a combination of approaches.
Prioritize making it easy for subscribers to opt out cleanly. When recipients cannot easily find an unsubscribe link, they are more likely to use the report spam button, which is detrimental to your sender reputation. A visible and functional unsubscribe option reduces these complaints and signals to ISPs that you are a responsible sender, which can help improve your inbox placement. If you choose not to have an unsubscribe link in your email, it can significantly impact your email deliverability negatively.
Consider your audience and the type of email. For newsletters, a clear and accessible unsubscribe is paramount. For transactional emails, the requirements can differ, but transparency is always valued.
Best practices for unsubscribe links
Clarity: Use clear, unambiguous language like 'Unsubscribe' or 'Manage your subscription preferences'.
Visibility: Ensure the link is easy to spot. Avoid tiny fonts or colors that blend into the background. For optimal user experience and compliance, consider adding an unsubscribe button to the header.
One-click process: Aim for a one-click unsubscribe experience from the subscriber's perspective. Avoid requiring logins or multiple confirmation steps.
Preference center: Offer a preference center that allows subscribers to tailor their email preferences instead of a full unsubscribe.
Immediate action: Process unsubscribes immediately to prevent further unwanted emails. Delay can lead to spam complaints.
Finding the sweet spot for your unsubscribe link
Ultimately, the best place for an unsubscribe link is where it serves your subscribers best, leading to fewer spam complaints and a healthier email program. While the footer remains common and technically acceptable, strategic placement higher up the email, combined with robust List-Unsubscribe implementation, offers the most benefit for both sender and recipient.
Views from the trenches
Best practices
Always include a clearly visible unsubscribe link in all marketing emails to maintain compliance and a good sender reputation.
Implement the List-Unsubscribe header to provide a one-click unsubscribe option directly within email clients like Gmail and Yahoo.
Consider placing an unsubscribe link at the top of the email (above the fold) to reduce spam complaints, even if it might increase unsubscribe rates.
Common pitfalls
Hiding the unsubscribe link with small font sizes or low-contrast colors, which frustrates users and leads to spam reports.
Requiring multiple steps or a login to unsubscribe, violating one-click unsubscribe best practices and frustrating users.
Not implementing the List-Unsubscribe header, which is essential for meeting modern email client requirements and preventing spam complaints.
Expert tips
Focus on acquiring engaged subscribers rather than trying to hide the unsubscribe link to artificially lower unsubscribe rates.
Remember that users who want to unsubscribe will eventually do so, either by finding the link or by marking your email as spam.
Use a preference center to allow subscribers to manage their email frequency or content, offering an alternative to a full unsubscribe.
Marketer view
Marketer from Email Geeks says they have historically placed the unsubscribe link above the hero section near the 'View in Browser' link to keep spam complaints low, even though it results in higher unsubscribe rates.
July 27, 2021 - Email Geeks
Expert view
Expert from Email Geeks says that if subscribers want to unsubscribe, they will do so regardless, or ignore the mail. It is better to make it easy for them to leave and then focus on acquiring engaged subscribers, as retention is a long-term strategy, not just about unsubscribe location.
