Unsubscribes, and re-subscribing someone

Every marketing email carries an unsubscribe link. When someone uses it they are suppressed automatically and stop receiving mail — no action needed from you.

They stay in your audiences and show as Not subscribed, rather than disappearing. That is deliberate: the record of the opt-out is the thing that stops them being emailed again by accident.

You cannot re-subscribe someone from here

By design. An opt-out is the recipient's decision, and reversing it from the admin side would be both a deliverability problem and, in most jurisdictions, a legal one.

Re-importing them from a CSV does not restore them either. The import explicitly refuses — see Contacts that weren't added on import.

If someone genuinely wants back in

They have to opt in again themselves — through your signup form, at checkout, or wherever you normally collect consent. The new consent is then real and recorded, which is the whole point.

Asking them to "just add me back" is the one thing you should not do, however reasonable it sounds in the moment.

Unsubscribes are not a failure

A steady trickle is healthy. The alternative to an unsubscribe is usually not a retained subscriber — it is a spam complaint, which is fifty times more damaging and removes them anyway. See Spam complaints.

If unsubscribes spike after one campaign, look at that campaign rather than the list: an unexpected subject, an off-brand offer, or a sudden change in frequency are the usual causes.

Make the link easy to find

Hiding the unsubscribe link does not keep people. It converts them into complainers, and complaints damage delivery for everyone else on your list.

Next: open Suppressions and check the Reason column to see how many of your suppressions are unsubscribes rather than bounces.