Redirect contacts to an unsubscribe survey

When a contact unsubscribes from all marketing emails via the subscription preferences page, you can redirect them to a short survey. By learning why contacts unsubscribe, you can improve customer retention by creating more relevant content. 

Understand limitations and considerations

• By default, the Unsubscribe feedback survey setting is turned on for the following types of accounts: 
  • Accounts created after August 21, 2025.
  • Accounts with a Starter subscription or using HubSpot's free tools.
• The survey will only appear when contacts unsubscribe from all marketing emails. A contact managing which subscription types they receive will not trigger the survey. 
• The appearance of your subscription pages may vary depending on whether you have applied custom CSS to your templates. 

Redirect contacts to an unsubscribe survey

1. In your HubSpot account, click the settings icon in the top navigation bar.
2. In the left sidebar menu, navigate to Marketing > Email.
3. At the top, click the Subscriptions tab.
4. To preview the survey before turning it on, click Preview in the Unsubscribe feedback survey section.
   
   
   
5. Toggle the Unsubscribe feedback survey switch on.
6. In the bottom left, click Save.

Once this setting is turned on, any time a contact unsubscribes from all email communications, they'll be redirected to a confirmation page containing a survey asking why they unsubscribed.

The survey will appear in the language a contact selected on their email preferences page. If they haven't selected a language, the survey will appear in the default language for your email subscription information. Learn more about selecting the subscription language for marketing emails.

Contacts can choose from the following unsubscribe reasons:

• I'm no longer interested.
• I didn't sign up for your mailing list.
• I receive too many emails.
• Your emails are not relevant to me.
• Other. Contacts who select Other will be able to enter more details about why they unsubscribed. 

Their response will be logged to the activity timeline on their contact record. 

Report on unsubscribed contacts

To view a breakdown of unsubscribe reason data, view the Unsubscribe reason report on the Performance tab of a sent marketing email. Learn more about analyzing marketing emails.

If you have a Professional or Enterprise subscription, you can also create a custom report using the custom report builder to access marketing email activities metrics, such as Gave reason for unsubscribe, alongside other email performance data.

Create an example report

View the number of unsubscribes and unsubscribe reasons per month with the following configuration:

• Data sources: Contacts (primary), Marketing email activities
• Chart type: column
• X-axis: timestamp - Monthly
• Y-axis: Gave reason for unsubscribe
• Break down by: Reason