Unsubscribe Groups
Categories that allow recipients to selectively unsubscribe from certain types of emails instead of all communication.
What are Unsubscribe Groups?
Unsubscribe groups or lists allow recipients to selectively opt out of certain categories of emails while continuing to receive others. For example, a customer might unsubscribe from promotional offers but keep receiving account updates.
Why it matters
Groups provide balance: they give subscribers control while preserving your ability to communicate with them in meaningful ways. Without groups, your only option is global unsubscribes, which can cut off valuable communication channels.
How it works
When you set up unsubscribe groups in your ESP, each campaign is tagged to a group. When a recipient clicks "Manage Preferences," they see options like "Newsletters," "Product Updates," and "Promotions." Users can uncheck the categories they don't want, and AutoSend ensures future campaigns in those groups are excluded.
Examples
A SaaS company offering separate subscriptions for newsletters, product updates, and educational content.
An e-commerce brand letting users unsubscribe from promotions but keep shipping updates.
A nonprofit allowing donors to opt out of fundraising emails while still receiving impact reports.
Best practices
Keep groups clear and easy to understand. Avoid internal or technical labels.
Don’t overwhelm subscribers with too many groups; 3–5 categories is usually enough.
Make preference management mobile-friendly for quick updates.
Related terms
Global Unsubscribes, Suppression List
FAQs
Are unsubscribe groups required by law?
No, but they are considered a best practice. Regulations require you to honor opt-outs, but offering groups improves user experience and helps retain some engagement.
What’s the difference between global unsubscribes and groups?
Global unsubscribes stop all communication. Groups only stop specific types, such as promotions or newsletters. Providing both options gives users flexibility.
Can I force users to stay subscribed to a group?
No. While you may require certain functional emails (like billing updates), marketing categories must always offer an opt-out.
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