Help · Settings
Unsubscribe page
Every marketing email you send carries an unsubscribe link, because the law asks for one and because a person who cannot leave easily reports you as spam instead. This is where that link goes.
There are two screens. The first asks whether they meant it. The second tells them it is done. Both are served by this app rather than by your store, so they work even when your storefront does not — and neither one carries our name, our mark, or a link back to us. As far as the reader is concerned, the page is yours.
What you can change
Open Settings → Unsubscribe page to change the wording on both screens, the buttons they offer, and where they send people next. How they look comes from your brand. Every field is optional: leave one empty and it uses the wording shown in it.
The note at the top of the panel says so:
Leave a field empty and it uses the wording shown in it.
The panel is grouped the way the two screens are, and a preview beside it draws whichever one you are working on:
Drawn by the same code that serves the real page, so what you see here is what they get.
The two screen icons beside the preview show the page on desktop or on mobile, the same pair every other preview in the app has, and Light and Dark switch the drawing between the page and its dark version.
Trying it
Press Full size beside the preview to open the real page, as large as the app gets, and click through it the way a person would: Unsubscribe, then Resubscribe. A line across the top reads This is a test — nothing you press here is saved. Nothing is: nobody's consent changes, whoever you chose to see it as. It opens on the screen, the device and the light or dark version you picked beside the preview, and choosing another one there starts the page again. Close it with the X or the Escape key.
Full size shows your saved page. While you have changes you have not saved, it shows an image of your draft instead and says so — save, and you can click through it.
The preview starts with a sample person. Choose a profile above it draws the page as one of your profiles would see it — the same search over all of your profiles the email editor's preview uses — and Clear goes back to the sample. Choosing somebody changes nothing about them. A profile whose address can no longer be mailed sees the page with no button on it.
In a test email
The unsubscribe link in a test email opens a test version of this page, drawn for the profile the test was drawn as — for the sample person when none was chosen, or for nobody when you chose No profile information — under a line across the top that reads This is a test — nothing you press here is saved. Every button works, so you can walk through what a person sees — unsubscribe, then resubscribe — and nobody's consent changes. The link works for seven days, and only while the team member it was sent to is still on your team.
Before they unsubscribe
The headline, the message, and whether to offer a way to back out:
Show a “Keep me subscribed” button
For someone who clicked by mistake. It changes nothing and takes them to your link below.
After they unsubscribe
The headline, the message, and whether someone may change their mind:
Show a “Resubscribe” button
Someone who unsubscribed can sign up again with one press. It never appears for an address you can no longer email.
Where they go next
Both screens offer a way back to you, and it always appears. Left alone it goes to your store's homepage and reads Continue to followed by your store's name.
Leave it empty and the link goes to your store’s homepage.
Type an address to send people somewhere else instead — a collection, a story, a survey, whatever you would rather they saw — and type your own words for the link if Continue to is not how you talk. Your store's name is filled in wherever you write the placeholder:
Your store’s name is filled in wherever you write {store name}.
The address has to be a secure one:
A link must start with https://.
The confirmation screen has one way out rather than two, and the panel says which one:
This link is on both pages — except on the confirmation page while “Keep me subscribed” is on, where that button goes here instead.
Turn “Keep me subscribed” off and the link takes its place there, so neither screen is ever a dead end.
How it looks
The page takes its whole look from your store, and so do your Preferences page and the page that cancels a back-in-stock request, so they always look like one place:
- The button is your brand's primary color, with your brand's own word color on it where that reads, and otherwise white or black, whichever reads better. With no brand colors set, the button is near-black.
- The words are in your body typeface, the one your new emails start in.
- Your store logo sits at the top, at your store's logo width.
- The page itself is always white with near-black words, so it reads on every device.
Your brand colors and logo are set on the Store settings screen, and your body typeface on the Email settings screen. Nothing is copied onto the page: change your brand there and every one of these pages shows the change the next time someone opens it. This screen names both places in one line, each one a link, and says so when your brand has no primary color yet.
Your store logo comes from your image library:
Shown at the top of your unsubscribe page, and at the top of new templates while your brand settings are on. It comes from Images & media.
Your logo is shown at your store's logo width, which starts at 160 pixels. It is never stretched wider than the image itself, and never wider than the page's column, about 416 pixels; on mobile it shrinks to fit the screen. Under the logo, this screen says how wide a reader sees it, and links to the Store settings screen, where you set the logo and its width under Logo width. The preview here follows the change.
In dark mode
Many people set their device to dark. When they open your unsubscribe page on one, the page switches to its own dark version — so no browser is left to darken it on its own, which is how a logo made for a white background ends up invisible. Under the look, the panel says what changes:
On a device set to dark, the page uses a dark background with light text, and your button color is lightened until its words stay readable.
Your logo stays readable in the dark. If you have chosen a Logo for dark backgrounds on the Settings → Store screen, the dark version shows it. If you have not, it shows your store logo on a white strip, so a logo with a see-through background never disappears into the dark. The panel shows both logos side by side — your store logo, and the one the page uses in dark mode:
No logo for dark backgrounds, so your store logo sits on a white strip.
Keep emails light in dark inboxes does not change this page. That setting is for emails, because an email app may ignore an email's own dark colors. A browser shows a page's dark version exactly as drawn, so this page always has one:
“Keep emails light in dark inboxes” changes your emails only. This page always switches to dark on a device set to dark, because a browser shows its dark version exactly as drawn.
To see it, press Dark above the preview. Light goes back.
Your emails are a different matter, because a mail app decides for itself what dark mode does to them — the Dark mode page explains.
Who can change it
An owner or a manager. A marketer and a viewer see the page and its preview without being able to change anything:
An owner or a manager can change this page.
The Resubscribe button
Someone who unsubscribed can subscribe again with one press, from the second screen. It counts as their own decision, taken on the day they take it, and their profile then shows Subscribed again.
It is the only thing on that page that can do it. Two other doors reach the same result: filling in one of your forms, and an owner or a manager recording it by hand on the profile.
It never appears for an address in Do not email — one that bounced, or that reported an email as spam. Those addresses are never emailed again, and no button on any page can change that. The screen shows one plain sentence instead and offers nothing to press.
The press does not travel back to your store, and that is deliberate: an opt-out you take here is written onto the customer record in your store, but writing subscribed onto it would be making a claim on your behalf about permission that was given to us. Your store's own record stays yours to change.
What the page never does
The page never shows anyone's name or address, never runs anything of yours, and never sends anybody on before their unsubscribe is confirmed on screen.
It never shows anyone's name or address. The link in your email identifies one person to us, but the page itself says nothing about them, because email gets forwarded and whoever opens the link may not be the person you sent it to.
It never runs anything of yours. No scripts, no tracking pixels, no embeds — a page about leaving a mailing list is the last place anyone should be measured.
It never redirects. Somebody who unsubscribes always sees it confirmed on screen before they go anywhere, so nobody is left wondering whether it worked.
One thing you cannot control, and why
Gmail, Apple Mail and other mailboxes put their own unsubscribe control at the top of the message. Somebody who uses that never sees either of these screens — their mailbox tells us directly and they are unsubscribed on the spot. That is a condition of sending to those mailboxes at all, and it is good for you: it is the difference between somebody unsubscribing and somebody reporting you.
If your saved wording cannot be read
Rarely, the panel cannot read what is stored, so it makes everything read-only rather than let an edit overwrite settings it cannot see. Your readers still get a whole page. The panel says:
Your saved wording could not be read, so this shows the wording your readers are seeing. Nothing can be changed here until it is sorted out.
Nobody reading your email is left with a broken page — they get a whole page either way, whether that is your own wording or the standard wording. The panel refuses to save rather than let one edit overwrite settings it cannot see, which is why it stops you rather than warning you.