Where should the unsubscribe link be placed?

The unsubscribe link must be clear and conspicuous-legal requirements and best practices both demand that subscribers can easily find and use it. The most common placement is in the email footer, which has become the conventional location where subscribers expect to find unsubscribe options. However, "clear and conspicuous" means the link shouldn't be hidden in tiny gray text against a gray background or buried in dense legal disclaimers. The unsubscribe link should be legible, clearly labeled, and reasonably prominent within the footer area.

Beyond the visible in-body link, you should also implement the List-Unsubscribe header (and List-Unsubscribe-Post for one-click compliance per RFC 8058). This header enables mailbox providers like Gmail, Yahoo, and Apple Mail to display a native unsubscribe option in their interface-often as a link or button near the sender information at the top of the message. This header-based unsubscribe is now required for bulk senders reaching Gmail and Yahoo recipients and provides subscribers an easy exit option before they even scroll through your content.

Some senders experiment with header placement for the visible unsubscribe link-including it near the top of the email rather than only in the footer. This approach can reduce spam complaints by making the opt-out option immediately visible to subscribers who want out. While unconventional, putting an unsubscribe link at the top signals confidence in your content value and respect for subscriber autonomy. Test whether this placement affects unsubscribe rates and spam complaints for your audience. The goal isn't to hide the unsubscribe-it's to make it easy to find while ensuring your content gives subscribers no reason to use it.