How to add a custom opt-out link in MailerLite

Are you worried about losing subscribers every time you launch? You’re not alone—SO. MANY. PEOPLE. see their hard-earned email lists shrink with every promo. But good news: you don’t have to lose all of them! There’s a simple way to let subscribers opt out of launch emails without unsubscribing from your entire list.

In this step-by-step guide, I’ll walk you through setting up a custom opt-out link in MailerLite, so your subscribers can skip the sales pitch but stay connected for your regular updates.

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

Why offer a launch opt-out?

Let’s be honest: not every subscriber is ready for every offer, but that doesn’t mean you want to lose them for good. By offering a launch opt-out link:

• You maintain your main list size and connection with subscribers.
• You show respect for your subscribers’ preferences (yay for less annoyance = more trust!).
• You give people a reason to stay—even if your current offer isn’t right for them.
• You boost long-term sales potential (it may not be the right time right now – but maybe it is next time!).

Step 1: Set up a simple opt-out confirmation page

Before diving into MailerLite, you’ll need a page to send people to when they click your opt-out link. It doesn’t have to be fancy—a quick thank-you or confirmation message telling them they’ve opted out of promo emails, but will still get regular content, is perfect.

A simple page on your website with a message like this will work fine:

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: Create an opt-out group in MailerLite

You’ll need a special group to catch anyone who opts out of your launch emails for this promo. Here’s how:

• Go to Subscribers > Groups in MailerLite.
• Click Create Group.
• Name it something clear, like Opt Out: Current Promo.

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 for them.

Step 3: Set up your opt-out automation

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

• Head to Automations in MailerLite.
• Click New automation, then select “Start from scratch”.
• Give your automation a name for easy reference.
• Choose the trigger: When subscriber clicks a link.
• Enter the URL of your opt-out confirmation page.
• Make sure to check Allow subscribers to repeat the workflow (so they can opt out for a future promo, too).
• Click Save.

Now add an action:

• Click the + button.
• Choose Copy to groups, then select your opt-out group.
• Click Save and Activate your automation.

Step 4: Add your opt-out link to your launch emails

In every promo email, add a little note near the bottom (before your regular unsubscribe footer) that says something like:

Not interested or not the right time for you? Click here to stop receiving emails about [PRODUCT NAME] but still receive my regular emails.

Link it to your confirmation page.

When someone clicks, MailerLite will automatically add them to your opt-out group, thanks to the automation you set up earlier.

Step 5: Exclude the opt-out group from your promo emails

When sending each launch email:

• In the Recipients section, include your regular list—but exclude your opt-out group.
• This keeps anyone who clicked the opt-out from getting more launch emails, but they’ll still get your regular updates after the launch is over.

Step 6: Clear your opt-out group before your next promo

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

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

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 simple system creates happier, stickier subscribers

• You honor your audience’s preferences.
• Your list stays healthy and engaged.
• You subtly remind subscribers that you care about their inbox and energy.

Want to know which emails actually bring in sales?

Segmenting your audience is just the start. If you’re curious about which emails are making you money, check out my Track What Works Toolkit. It comes with easy, automated dashboards showing you where subscribers and sales come from, so you can focus your energy on what’s working (and skip what’s not!).