Not every “unsubscribe” is a goodbye.
Sometimes it’s a signal that your messaging stopped feeling relevant.
The biggest mistake most brands make?
They treat an unsubscribe click as the end of the relationship when in reality, it’s a moment to repair trust.
That’s where the soft transactional email comes in.
A soft transactional email is a one off message sent during a critical account or preference event not for promotion, but to inform, clarify, or give control to the user.
It’s technically allowed under most privacy laws (GDPR, CAN-SPAM, CCPA) because it relates directly to the user’s account or communication settings not marketing content.
You can send a soft transactional email when:
- A user clicks unsubscribe or changes preferences.
- You’re notifying them of important service or preference updates.
- The email content is non-promotional and genuinely helpful.
You cannot use it to sneak in discounts, product launches, or unrelated offers.
The line is clear: it’s a customer care moment, not a marketing opportunity.
Keep it human, short, and respectful, you’re not begging them to stay; you’re giving them choice.
Here’s a structure that works
Subject: You’re in control of what we send 💬
Header: We’ve updated your email preferences
Body:
Hey [First Name],
We’ve received your unsubscribe request and totally understand that inbox space is precious.
Before we go, we just wanted to make sure you know that you can:
- Stay subscribed to only VIP offers or product updates
- Choose a monthly digest instead of weekly emails
- Or simply pause emails for 30 days
If you’d still prefer to unsubscribe completely, we’ll stop all communications immediately.
Either way thank you for being part of our community 💛
Warm regards,
(Team Name)
Every unsubscribe is a data point, not a disaster.
Respond with empathy, not silence.
Retention doesn’t always happen through offers but sometimes it’s saved through respect.
If you’re a business interested in optimising your customer revenue, book a call with us today to see how we can help you. Here
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