Why do I keep receiving emails after unsubscribing?
Matthew Whittaker
Co-founder & CTO, Suped
Published 11 Jul 2025
Updated 19 Aug 2025
7 min read
It's a frustrating experience, isn't it? You go through the trouble of clicking that unsubscribe link, maybe even confirming your decision, only to find more unwanted emails still landing in your inbox. It feels like a betrayal of trust, and it raises questions about why this keeps happening.
As someone deeply involved in email security and deliverability, I can tell you there isn't always a simple, single reason behind it. Often, it's a mix of legitimate operational delays, unintentional oversights by senders, and unfortunately, sometimes outright malicious practices. Let's explore the common reasons why your unsubscribe requests might not be working as expected.
The waiting game and common pitfalls
One of the most common reasons you might still receive emails after unsubscribing is simply due to processing delays. Email service providers (ESPs) and senders often have a grace period, typically 24-48 hours, for their systems to update unsubscribe requests across all their mailing lists and databases. During this time, campaigns that were already queued might still go out. It's not ideal, but it's a relatively benign reason.
Another frequent scenario is being subscribed to multiple lists from the same organization. Many companies use segmented lists for different types of content, products, or promotional campaigns. Unsubscribing from one list, like a weekly newsletter, might not automatically remove you from another, such as product updates or special offers. You might need to unsubscribe from each list individually, or manage your preferences on a central page.
Occasionally, the issue might stem from how you initially subscribed or if your email address was added inadvertently. Perhaps you signed up for a service using a slightly different email alias, or a friend forwarded an email you replied to, which added you to a list. Sometimes, an email forwarding rule can also cause confusion. If you've been seeing emails about events you didn't sign up for, it might be a sign of this. You may also be subscribed using different email addresses. Checking for different email aliases is a key step.
Tips for effective unsubscribing
Wait it out: Give the sender a full 48 hours to process your request.
Check all lists: If an email has a preference center, use it to see all your subscriptions.
Report as spam: If emails persist beyond a reasonable timeframe, mark them as spam. This signals to mailbox providers that the sender is sending unwanted mail.
Filter unwanted mail: Set up email filters to automatically move unwanted messages to a separate folder or trash.
Sender-side issues and compliance
Unfortunately, not all senders adhere to best practices or legal requirements. Compliance with regulations like the CAN-SPAM Act in the US or GDPR in Europe mandates that businesses honor unsubscribe requests promptly. However, some companies may have poor data management practices, leading to your address being re-added or simply not removed from all relevant databases.
Sometimes, businesses might use different platforms or third-party vendors for their email marketing efforts. If an unsubscribe request isn't properly synced across all these systems, you could find yourself still receiving emails from a different platform or partner even after successfully opting out from one. This can happen with legitimate senders who simply have complex, fragmented systems.
Another concern is when senders use unsubscription as a way to validate your email address. Some less reputable entities might track clicks on unsubscribe links to confirm that an email address is active. Once they know it's live, they might even sell your address to other spammers or add you to more lists, leading to an increase in spam rather than a decrease. This is why it's crucial to distinguish between legitimate senders and malicious ones. Unfortunately, some companies simply ignore opt-out requests, which can severely damage their sender reputation and potentially lead to their domains being placed on a blocklist (or blacklist).
This highlights the importance of sender reputation. When a sender consistently ignores unsubscribe requests or engages in deceptive practices, it signals to internet service providers (ISPs) and mailbox providers that they are not adhering to email best practices. This can lead to lower inbox placement rates, where emails are sent directly to the spam folder, or even result in the sender's IP address or domain being added to a blocklist.
Legitimate senders with issues
Processing time: Takes up to 48 hours for systems to update.
Multiple lists: Separate subscriptions for different content streams.
System sync issues: Unsubscribe requests not propagating across all databases.
Inadvertent re-subscriptions: User re-subscribes unknowingly, perhaps through a different email address.
Email validation: Unsubscribe clicks used to confirm active email addresses for future spam.
List trading: Email addresses sold or shared with other entities, even after opting out.
Deceptive practices: No clear unsubscribe link, or one that's hard to find.
Malicious practices and blocklists
Beyond the legitimate and semi-legitimate reasons, there's the realm of outright spam. These are unsolicited emails, often from unknown or deceptive sources, that disregard any notion of opt-in or opt-out. Spammers often obtain email addresses through illicit means, such as harvesting them from websites, buying compromised lists, or guessing common address formats. When you try to unsubscribe from these, it often falls on deaf ears or, worse, confirms your email is active.
In some cases, the problem isn't the sender at all, but rather a deceptive tactic known as email spoofing. Here, malicious actors send emails that appear to come from a legitimate company, complete with their branding and even a fake unsubscribe link. Clicking this link doesn't unsubscribe you from anything, but it might lead you to a phishing site or, as mentioned, merely validate your address for more spam. This is a common tactic, and it's why exercising caution is always important.
Mailbox providers like Gmail and Yahoo are increasingly making it easier for users to unsubscribe, often by displaying an List-Unsubscribe header in the email client. This is a special email header that allows email clients to provide a one-click unsubscribe option, bypassing the need to click a link within the email body. This is a more reliable way to unsubscribe because it's handled by your email provider, not the sender's website.
When senders continually ignore unsubscribe requests, they risk being placed on email blocklists (or blacklists). These lists are used by ISPs to identify and block mail from senders with poor reputations, meaning their emails are less likely to reach the inbox. If you find yourself repeatedly receiving unwanted emails from a particular sender, even after unsubscribing, reporting them as spam can contribute to their domain or IP address being added to a blocklist, ultimately helping other users avoid similar issues.
Putting an end to unwanted emails
It can be incredibly annoying when you try to unsubscribe from emails and they just keep coming. From my perspective, this issue highlights the delicate balance between a sender's desire to reach their audience and a recipient's right to control their inbox. While there are legitimate reasons for minor delays, persistent unwanted emails often point to underlying issues with a sender's list management practices or, in worse cases, malicious intent.
For email senders, it's a clear signal that maintaining a clean list and honoring unsubscribe requests is not just about compliance, but also about preserving sender reputation and ensuring long-term deliverability. Ignoring these requests can lead to emails going to spam, blocklisting, and a damaged brand image.
As recipients, understanding these nuances empowers us to take appropriate action. Knowing when to wait, when to report as spam, and when to scrutinize the sender can help reduce the flow of unwanted emails and contribute to a healthier email ecosystem for everyone. Ultimately, a respectful and compliant approach to email marketing benefits both senders and recipients.
Views from the trenches
Best practices
Ensure your unsubscribe process is truly one-click and immediately effective to avoid recipient frustration and spam complaints.
Use clear and prominent unsubscribe links in all commercial emails, ideally supporting the List-Unsubscribe header for better deliverability.
Segment your email lists carefully and provide preference centers, allowing users to choose specific content or unsubscribe from all communications.
Common pitfalls
Having a lengthy or complex unsubscribe process that frustrates users, forcing them to mark emails as spam.
Ignoring the List-Unsubscribe header, which can lead to mailbox providers flagging your emails as less trustworthy.
Using multiple, unsynced databases or third-party vendors where unsubscribe requests do not propagate consistently.
Expert tips
Set up email filters for persistent senders you can't unsubscribe from, or use your email client's built-in unsubscribe features.
Be cautious about clicking unsubscribe links in suspicious emails; instead, mark them as spam.
Regularly review your email subscriptions and purge any unwanted ones to maintain a clean inbox.
Marketer view
A marketer from Email Geeks says they are constantly spammed by an ESP that claims they opted in at a 2016 conference, despite multiple promises of removal.
2019-06-04 - Email Geeks
Marketer view
A marketer from Email Geeks says they experience similar issues with a wine website they never opted into for emails.
Gmail and 
Yahoo are increasingly making it easier for users to unsubscribe, often by displaying an List-Unsubscribe header in the email client. This is a special email header that allows email clients to provide a one-click unsubscribe option, bypassing the need to click a link within the email body. This is a more reliable way to unsubscribe because it's handled by your email provider, not the sender's website.
