Hey there,
Last week, a customer asked me:
“Should I add an unsubscribe link at the end of my cold emails?”
Short answer: no.
Here’s why unsubscribe links and cold emails are a bad match:
1️⃣ Lower response rates
Cold emails work best when they feel like 1-on-1 communications. An unsubscribe link screams “mass email” and instantly reduces your credibility.
2️⃣ Decreased deliverability
Plain text emails have better deliverability rates. Adding HTML unsubscribe links to your cold emails can affect their chances of reaching the primary inbox.
3️⃣ It doesn’t make sense
Think about it. Your recipients never opted in to receive your emails in the first place. An unsubscribe link implies they did, which can create confusion.
Now, I know what you’re thinking:
“But Laura, isn’t an unsubscribe link required by law?” 🤔
Not necessarily. Laws vary by region. But most cold email regulations (like CAN-SPAM and GDPR) simply require that you provide recipients with a way to opt out of future communications.
So, what should you do instead?
A simple solution would be to add a plain text message at the end of your email (in the P.S. section or after your signature, for example):
“If you’d prefer not to receive any more emails from me, just let me know.”
This approach:
✅ Keeps your email personal
✅ Respects recipient choice
✅ Complies with regulations
✅ Maintains better deliverability
Remember, the goal of a cold email is to start conversations. Everything in your email should support that goal – including how you handle opt-outs.
Happy sending,
Laura