HubSpot’s New Unsubscribe Feedback Survey

Unsubscribes are part of email marketing, whether you like it or not. But what if every time someone left your list, you could find out why?

With HubSpot’s new Unsubscribe Feedback Survey (launched September 10, 2025), you can now collect quick, optional feedback directly on your email preference page. The goal: turn each unsubscribe into a learning opportunity that helps you improve your email strategy, keep more subscribers and send more relevant content.

What’s New

When this setting is enabled, anyone who unsubscribes from all your emails will see a short survey on the confirmation page asking why they opted out. They can choose from preset options:

• I’m no longer interested in your company
• I didn’t sign up for your mailing list
• I receive too many emails
• Your emails are not relevant to me
• Other (with a short open-text field)

Marketers can view this feedback directly in HubSpot, whether on a contact record, in Marketing Email Performance reports or through the Custom Report Builder (for Professional and Enterprise tiers).

Why It Matters

For most brands, unsubscribes are a black hole; you see the number go up, but you have no idea what triggered it. This feature changes that.

With real data, you can:

• Spot content gaps (are people finding emails irrelevant?)
• Adjust frequency (if “too many emails” is a recurring theme)
• Clean your list acquisition process (if people say they didn’t sign up)
• Refine your messaging to better match audience interests

In other words, you stop guessing and start making informed, data-backed changes to reduce churn.

How It Works

1. Go to Settings > Marketing > Email > Subscriptions in HubSpot.
2. Toggle on the Unsubscribe Feedback Survey option.
3. Once enabled, every full unsubscribe triggers the optional feedback form.
4. View responses in:
   1. The Activity Timeline on a contact record
   2. Email Performance reports for individual campaigns
   3. Custom Report Builder (Pro/Enterprise) for trend analysis

Who Can Use It

• Available across all Marketing Hub tiers (Free, Starter, Pro, Enterprise)\
• Enabled by default for Free/Starter accounts and new Marketing Hub customers
• Optional toggle for legacy Pro/Enterprise accounts

Our Take

At Antidote 71, we see this as a small setting with big strategic potential. Too often, unsubscribe data is a mystery. With this feature, you can close the loop, learn why people leave and most importantly, use that insight to improve content and frequency.

If you’re serious about retention and engagement, you’ll want to toggle this on as soon as it’s available. And if you’re not sure how to act on the feedback you get, we can help you turn those insights into a stronger email strategy.