How to add a custom opt-out link in Kit

Are you worried you’re losing subscribers every time you launch? What if you didn’t have to lose all of them? Good news: You can let people opt out of your launch emails while still staying on your email list for other updates. In this post, I’ll show you step by step how to set up a custom opt-out link in Kit (formerly ConvertKit), so you can keep your audience happy and engaged for future launches.

Using MailerLite? Check out my step-by-step guide for setting up a custom opt-out link in MailerLite instead.

Why let subscribers opt out of launch emails?

Let’s face it—some people just aren’t interested in your current offer, but still want to hear from you. Giving subscribers the option to stay on your list (but skip the promo emails) means:

• You reduce unsubscribes
• You keep your list healthy and engaged
• You don’t miss out on future sales when they might be ready to buy

Segmenting your email list like this is one of my favorite ways to build goodwill and reduce launch list fatigue.

Step 1: Create a simple confirmation page

Before you add an opt-out link to your emails, you’ll need a confirmation page on your website. This can be super simple—a page with a message like:

Thanks for letting me know! You won’t receive any more emails about this launch, but you’ll still get my regular updates.

Step 2: Add your opt-out link in Kit

When you write your launch emails in Kit, here’s what to do:

1. Highlight the text where you want to add your opt-out link (example: “Not interested or not the right time for you? Click here to stop receiving emails about [PRODUCT NAME] but still receive my regular emails.”)
2. Link this text to your custom confirmation page.
3. Select the option: Tag subscribers who click this link.
4. Either create a new tag (e.g., “Opt-out: Current Promo”) or use an existing tag if you already have one. (Pro tip: I create one group for “current promo” and clear it before the next one, so people have the option to join during future launches if the timing is better.)
5. Click Apply.

Now, any subscriber who clicks the link will be tagged automatically!

Step 3: Exclude tagged subscribers from your promo emails

When scheduling your launch emails, you’ll want to exclude anyone who has opted out. Here’s how:

• Add a filter group to your email audience.
• Select none of the following and choose the tag you created for opt-outs.
• This ensures anyone who opted out won’t get promo emails for that launch.

Step 4: Remove subscribers from the tag before your next promo

Before you kick off your next launch, be sure to remove the opt-out tag from everyone so they get the opportunity to hear about your new offer. Here’s how:

• Go to Subscribers.
• Select the opt-out tag.
• Check the box to select all subscribers with that tag.
• Click “Bulk actions,” then “Remove tag.”
• Refresh to make sure the tag is cleared.

Why? Because someone who opted out in September might be excited for your promo in March. Give as many people as possible the chance to buy when the time is right for them!

Why this helps you (and your subscribers)

Giving your subscribers control over which emails they get is a game-changer:

• It reduces unsubscribe rates (yay for growing your list!)
• Keeps you top of mind for when they ARE ready to buy
• Creates trust by respecting their inbox

Want to know which emails actually bring in sales?

Segmenting your audience is a great start, but do you know which emails actually bring in sales? My Track What Works Toolkit gives you easy, automated dashboards to see exactly what’s bringing in subscribers and sales, so you can focus your energy where it counts.