You likely send your customers a few different types of emails: newsletters, feature announcements, urgent notifications etc. Granular subscription types lets customers easily opt out of non-essential communications without missing what’s important to them.

So you can respect their inbox, but still reach them when it really counts.

How subscription types work

You can create as many subscription types as you need. For example:

  • Announcements

  • Onboarding messages

  • Newsletter

  • Tips and tricks

If your customers unsubscribe from an email, they’ll see all of these subscription types, and can easily choose the ones that are most interesting to them, so they don’t miss out on what’s important.

You’ll also have clear visibility from your inbox over which lists customers are subscribed to, and can help them change these preferences if needed.

How to set up a new subscription type

Go to Settings > Outbound > Subscription types, and you’ll see three example subscription types. You can edit these and put them live, archive them or leave them as drafts:

Note: It’s not possible to permanently delete a subscription type.

To create a new subscription type, click “New type”. Give it a name and description:

Important: Once the subscription type is live, this is visible to customers, so make sure it’s clear and accurate. 👌

If you support additional languages in your workspace, you can add them under “Localize your subscription types”:

Then, add a translated name and description for each subscription type. This will be displayed based on a customer’s browser language when they visit your unsubscribe page:


  • If you choose to leave the additional languages blank, customers will be shown your default language when they manage their subscription preferences.

  • The three example subscription types will be translated automatically into any language you choose.

After creating or editing your subscription type, click “Put Live”:

Note: This doesn’t make any changes to your existing email messages. Read on to learn how to apply subscription types to your messages.👇

Choose a subscription type for each message

With at least one live subscription type, they can be assigned to new and existing email messages. When composing a message, select the subscription type here:

Important: For a good customer experience, the name and description of each subscription type should accurately represent the messages associated with it.

If a message doesn’t fit one of your subscription types, it’s best to create a new one. This ensures your customers don’t unsubscribe for the wrong reasons, and maintains good deliverability overall.

Now if a customer clicks your unsubscribe link, they’ll be automatically removed from this subscription type, and see a page where they can opt back in or manage the rest of their subscriptions:

Important: If you don’t choose a subscription type for a message, when a customer unsubscribes from it, they will be unsubscribed from all lists. The same behaviour applies if they unsubscribe with a link automatically provided by their email client.

Updating your customers’ subscription preferences

To see all your contacts who have unsubscribed from a particular type, you can filter for “Subscription type opt-outs”. This example shows all customer who have opted out of “Announcements”:

Tip: To monitor opt-outs on a regular basis, you can save this filter as a segment.

You can also see an individual’s subscription preferences and any email issues they’ve had (like bounces) from their profile, or in the inbox:

Note: You can edit these preferences manually, in compliance with applicable data, privacy, and email marketing laws. You must have permission from a person to send them marketing emails. If you don’t, your emails may legally be deemed as spam. You should ensure that your email activities comply with these laws.

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