How to add a custom unsubscribe link in MailerLite

When someone unsubscribes during a launch in MailerLite, they leave your whole list. That’s a problem if they just want to skip this offer but stay connected for your regular content.

A custom unsubscribe link lets subscribers leave one launch sequence or group without losing the relationship entirely. This guide walks you through setting it up in MailerLite’s current interface.

Using Kit? I have a separate guide for setting up a custom opt-out link in Kit instead.

Why offer a launch opt-out?

Not every subscriber is ready for every offer. That doesn’t mean you want to lose them.

When you offer a launch opt-out link, you:

• Keep your main list size and subscriber connection intact.
• Show respect for your subscribers’ inbox preferences and attention.
• Give people a reason to stay, even if the current offer isn’t right for them.
• Preserve long-term sales potential (they might be ready next time).

Step 1: Create a simple confirmation page

You’ll need a confirmation page to send people to when they click your opt-out link. This can be minimal. A single paragraph confirming their choice is all you need:

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

Host this page on your website somewhere visible (even a simple page will do). You’ll link to it from your launch emails.

Step 2: Create an opt-out group in MailerLite

You’ll need a group to hold subscribers who want to skip your launch emails.

1. Go to Subscribers > Groups in MailerLite.
2. Click Create Group.
3. Name it something clear, like “Opt Out: Current Promo”.

Pro tip: Create one group for “current promo” and clear it before your next launch. This gives subscribers a fresh chance to participate if the timing is better for them later.

Step 3: Set up the opt-out automation

Next, you need an automation that adds people to your opt-out group when they click your unsubscribe link.

1. Go to Automations in MailerLite.
2. Click Create automation, then select “Start from scratch”.
3. Give your automation a clear name for reference.
4. Choose the trigger: When subscriber clicks a link.
5. Enter the URL of your opt-out confirmation page.
6. Check Allow subscribers to repeat the workflow so they can opt out of future launches too.
7. Click Save.

Now add the action:

1. Click the + button.
2. Choose Add to group, then select your opt-out group.
3. Click Save and Activate your automation.

Step 4: Add the unsubscribe link to your launch emails

In every launch email, add a note near the bottom (before your regular footer) like this:

Not interested or not the right time? Click here to skip emails about [PRODUCT NAME] but stay on my list for regular updates.

Link that text to your opt-out confirmation page. When subscribers click, MailerLite automatically adds them to your opt-out group.

Step 5: Exclude the opt-out group from launch emails

When sending each launch email:

1. Go to the Recipients section.
2. Include your main list, but exclude your opt-out group.

This ensures anyone who clicked the unsubscribe link won’t receive more launch emails, but they’ll still get your regular updates after the launch ends.

Step 6: Clear the opt-out group before your next launch

Before starting a new launch, remove everyone from the opt-out group:

1. Go to Subscribers > Groups.
2. Click View group under your opt-out group.
3. Select all subscribers, choose Actions > Remove from group, and confirm.

This gives people who opted out of your September launch the chance to participate in your March offer if it’s a better fit for them.

Why this system builds healthier subscriber relationships

This approach honors your audience’s preferences, keeps your list engaged, and shows you care about their inbox experience. It’s a small thing that builds trust over time.

The system also captures valuable data: if lots of people opt out, it’s a signal that either the offer doesn’t match your audience, the price point is off, or the timing is wrong. That’s useful feedback.

Where this fits into a funnel that keeps selling steadily

A smart launch email workflow is one piece of a marketing system that keeps working when you’re not actively pushing. The bigger picture is a course funnel that sells consistently, not just during launches.

If you want to see how the pieces fit together, my free guide The Evergreen Funnel Fix walks you through a 15-minute exercise with your last 10 students, so you can see what keeps working when you’re not actively promoting.

If you’d rather talk through your specific setup, a free Steady Sales Roadmap call is the other place to start. We’ll walk through your whole funnel together and figure out what’s working and what’s not.