Don’t Hit That Unsubscribe Button!

The hidden dangers of unsubscribing from emails

Mysterious newsletters, unsolicited promotional offers, tedious political messages – our email inboxes can overflow with this kind of junk. And it’s annoying.

While email providers tout their spam mitigation capacities, it often seems like wading through the dismal swamp of Memorial Day mattress sale offers and overly aggressive gym promotions – “Crush your fitness goals – join now or regret it forever!” – is a task we face alone. Luckily, there’s this magical little button, usually tucked quietly in the email’s footer, that allows us to UNSUBSCRIBE.

The CAN-SPAM Act of 2023 mandates that all businesses include an unsubscribe link in commercial emails, ensuring that recipients can opt-out of further contact. It’s a beautiful thing, telling those corporations what-for by saying “shove off!”

But, as with most things in the rough and tumble arena of online engagement, not all unsubscribe buttons are the same.¹

Here’s why you should think twice before clicking…

Unsubscribe, at your own peril

The unsubscribe button can serve as a gateway for scammers and cybercriminals to exploit.

During particularly charged times - election cycles, high-profile events, etc. - scammers tend to ramp up their email campaigns, capitalizing on public sentiment and looking for unwary victims. They know that frustrated recipients are more likely to click the "unsubscribe" button out of irritation, inadvertently tangling themselves in the scammers web of deceit.

Why unsubscribing can be risky

1. Confirming your email address
   Clicking "unsubscribe" in a spam email confirms to the sender that someone is on the other end, that your email address is valid and active. This confirmation places a target on your head, leading to an increase in spam.²
2. Redirects to malicious sites
   Many phishing emails use fake unsubscribe links to direct users to malicious websites. These sites may be designed to steal personal information, install spyware, or deploy malware.³
3. Triggering malware or spyware
   Simply clicking a malicious unsubscribe link can execute scripts embedded in the email, infecting your device with harmful software without any further action required on your part.⁴
4. Social engineering tactics
   Scammers are increasingly sophisticated, tailoring emails to appear legitimate and preying on recipients' frustration with spam. These tactics can make it difficult to discern a legitimate email from a fraudulent one.

When is it safe to unsubscribe?

The goal of this is article is not to spread fear but to create mindful awareness of a growing problem. Staying vigilant can help you avoid falling victim to scams, malware, and data theft.

More times than not the unsubscribe button is perfectly safe, there to do its intended purpose of opting out of email communications from a given organization or entity. If you recognize the sender, particularly if you remember willingly signing up for correspondence, you’re in the clear.

Examples of reputable sources include retailers like Target, Best Buy, or Williams Sonoma, or trusted organizations like your local library. In these cases, the unsubscribe process is legitimate and adheres to privacy regulations such as the CAN-SPAM Act.

However, if you're unsure about the source of an email or find its content suspicious, avoid clicking any links within the email.

Managing unwanted emails

Instead of using the unsubscribe button for suspicious emails, adopt these safer alternatives to manage your inbox:

1. Mark emails as spam
   Use your email provider's "mark as spam" or "report junk" option. This helps filter out similar emails in the future without interacting directly with the sender.
2. Block the sender
   Most email platforms allow users to block specific senders. Blocking ensures you won’t receive any future communication from the same address.
3. Leverage email filtering tools
   Use built-in or third-party tools to organize your inbox and automatically filter out unwanted emails based on specific criteria, such as subject line or sender domain.
4. Create a separate email for subscriptions
   For newsletters, promotions, or other sign-ups, consider using a dedicated email address. This will help isolate potential spam and protect your primary inbox.
5. Manually unsubscribe from trusted senders
   For emails from known sources, click the unsubscribe button only after verifying the sender's legitimacy. A legitimate unsubscribe process will often redirect you to the sender's website or confirm your opt-out immediately without requiring additional actions.

Think before you click

Imagine this scenario, a scene all too common in offices and homes around the world… You wake up, pour yourself some coffee, log in to your computer, and open your email. Boom! You’re hit with hundreds of emails. Where did they come from? How can I possibly have the time or bandwidth to manage them all?

Sometimes it’s easy to feel overwhelmed by the volume of emails flooding your inbox.

The unsubscribe button might seem like a convenient fix, going through the piles of useless communications and knocking them off one by one. But before you start your cleanup crusade, it’s essential to assess the source of the email and the potential risks before clicking.

When dealing with legitimate sources, unsubscribe with confidence. Otherwise, use the tools provided by your email platform to block, filter, or report unwanted messages safely. By adopting these best practices, you can protect your inbox—and your personal information—without falling into scammers' traps.

For more information on safe email practices, check out Norton's guide on unsubscribe scams.

[1] USA Today, https://www.usatoday.com/story/tech/columnist/komando/2023/10/15/spam-email-unsubscribe-button-safety/ 

[2] Mail.com, https://www.mail.com/blog/posts/spam-email-unsubscribe-scams/ 

[3] Fox59, https://fox59.com/news/national-world/is-the-unsubscribe-button-a-scam/ 

[4] Norton, https://us.norton.com/blog/online-scams/is-it-safe-to-click-on-unsubscribe-links