Subscription topics (streams)

Subscription topics, or “streams”, are an optional way to group your emails into categories, so a reader can step away from one type without leaving your list entirely. It’s a powerful way to reduce unsubscribes and spam complaints.

When to use them

If you send more than one kind of email (say a weekly newsletter and occasional promotions), a reader who only wants to stop the promos would otherwise have to unsubscribe from everything, or worse, mark you as spam. Topics give them a gentler option: mute just that stream.

How it works

1. In Sending health → subscription topics, create a topic (e.g. Newsletter, Offers).
2. When you write a campaign, tag it with a topic in the review step.
3. On the unsubscribe page for a tagged email, the reader can choose “Unsubscribe from all” or “Only stop that topic”.

Good to know

• It’s optional and invisible until you use it. If you never create a topic, everything works exactly as before: one list, one unsubscribe.
• The global unsubscribe is always available. Topics never trap anyone; a full one-click unsubscribe is always offered first.
• Keep it small. Two to four streams is plenty. Don’t over-segment.
• Transactional and account emails are never topics. Topics are only for the marketing streams a reader can opt out of.