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Why you should never hide your email unsubscribe link

A cautionary tale of email deliverability, retention, and LTV.

Rosie Hoggmascall
UX Collective
12 min readJul 22, 2024

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Big unsubscribe button with logos surrounding

Every so often, I do a big email prune.

So, there I was in bed last Sunday morning going through my 2,000 unread emails.

And I saw one where I thought to myself

“I swear I’ve unsubscribed from this brand before…”

It was my pet insurance provider.

So I click through to unsubscribe but find it so incredibly hard to unsubscribe that I give up.

I exited the flow.

Staying subscribed ‘till my next cull.

Analysis of Waggel’s unsubscribe flow showing their log in page

Then I realise:

“This must have been what happened in my last email prune: I gave up.”

It was a small thing, but it really bugged me.

It made me distrust the brand just that little bit more. I’m giving them £40 a month for Stanley’s (🐶) insurance, but they won’t even let me unsubscribe?

Published in UX Collective

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Written by Rosie Hoggmascall

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