Your unsubscribe page is a retention opportunity

Someone clicked "unsubscribe." Most sites confirm instantly and say "you've been removed." That's polite. It's also leaving money on the table.

Before confirming, ask one thing: would you prefer fewer emails? A single option to switch from weekly to monthly saves 10-15% of unsubscribers. They didn't hate your content. They were overwhelmed by the frequency.

If you have segmented content, offer that too. "Unsubscribe from all, or just marketing emails?" People who unsubscribe from everything when they only wanted fewer product updates is a targeting failure, not a content failure.

One thing to never do: hide the unsubscribe button, add extra steps, or require a login to cancel. Making it hard to leave makes people angry. Making it easy to stay at a lower frequency makes them grateful.