# Manage unsubscribes
Users go through the unsubscribe flow after they click the unsubscribe link in an email. Add the link in the [drag and drop editor](/product/content/email-content/drag-and-drop-email-editor/blocks/#unsubscribe-link) or the [HTML code editor](/product/content/email-content/html-code-editor/), then choose which steps users see.
## Set up the unsubscribe flow
The unsubscribe flow defines which steps users go through after clicking the unsubscribe link. Its two optional steps are the **Confirmation** and **Survey** pages.
1. Go to **Settings > Preference Center** and switch to the **Subscription pages** tab.
2. Click **Unsubscribe flow**.
3. In **Edit unsubscribe flow**, turn the steps on or off:
- **Confirm before unsubscribing:** shows the **Confirmation** page before the unsubscribe is applied. On by default.
- **Unsubscribe reason survey:** shows the **Survey** page after the unsubscribe is applied. Off by default.
4. Click **Apply**.
After you apply the flow:
- To change the text or design of the **Confirmation** or **Survey** page, see [Customize subscription pages](/product/messaging-channels/emails/preference-center/customize-subscription-pages/#edit-a-page).
- To see what users go through at each step, read [What happens when a user clicks the unsubscribe link](#what-happens-when-a-user-clicks-the-unsubscribe-link).
## What happens when a user clicks the unsubscribe link
When a user clicks the [**Unsubscribe link**](/product/content/email-content/drag-and-drop-email-editor/blocks/#unsubscribe-link) in an email, they are unsubscribed only from the category assigned to that email (e.g., *Newsletter*). The pages they see depend on your [unsubscribe flow](#set-up-the-unsubscribe-flow):
1. **Confirmation** (on by default). The user confirms that they want to unsubscribe. Nothing changes until they click the confirm button.
2. **Survey** (off by default). After the unsubscribe is applied, the user can tell you why they left. The answer is saved to the **`Unsubscribe Reason`** tag.
3. **Unsubscribed from category**. The final page confirms they will no longer receive emails from that category.
On the final page, users can click:
- **Resubscribe** to opt back into that category. They see the **Resubscribed to category** page.
- **Manage preferences** to open the preference center and adjust all their email preferences.
The default flow works automatically, and no additional setup is required. To change the text, design, or buttons of any of these pages, see [Customize subscription pages](/product/messaging-channels/emails/preference-center/customize-subscription-pages/).
If the preference center is disabled, the unsubscribe link opts users out of all marketing emails, not one category. The **Confirmation** and **Survey** steps still follow your unsubscribe flow.
## Collect unsubscribe reasons
Turn on the survey to learn why users unsubscribe. To edit the survey page, see the [Survey block](/product/messaging-channels/emails/preference-center/customize-subscription-pages/#survey-block).
When you turn on the survey, Pushwoosh creates the **`Unsubscribe Reason`** string tag in your account. Each answer is written to this tag on the user's email profile:
- If the user picks an option, the tag stores the option text in the page's default language, even if the user saw a translated page.
- If the user picks **Other** and types an answer, the tag stores the typed text (up to 500 characters).
- If the user clicks **Skip** or leaves the page, nothing is stored. The unsubscribe is already applied.
To see the collected answers, click **View stats** on the **Survey** tile. You can also [segment users](/product/audience-data-and-segmentation/segmentation/create-segments/by-tags/) by the **`Unsubscribe Reason`** tag, for example, to analyze churn reasons.
## Other ways to unsubscribe
Users can also opt out of all marketing emails in two ways:
- Click **Unsubscribe from all** in the preference center.
- Use the unsubscribe button of their email client.
Both set the **Unsubscribed Emails** tag to `true`. [Learn more](/product/messaging-channels/emails/preference-center/#full-opt-out-with-the-unsubscribed-emails-tag)
After you apply the flow:
- To change the text or design of the **Confirmation** or **Survey** page, see [Customize subscription pages](/product/messaging-channels/emails/preference-center/customize-subscription-pages/#edit-a-page).
- To see what users go through at each step, read [What happens when a user clicks the unsubscribe link](#what-happens-when-a-user-clicks-the-unsubscribe-link).
## What happens when a user clicks the unsubscribe link
When a user clicks the [**Unsubscribe link**](/product/content/email-content/drag-and-drop-email-editor/blocks/#unsubscribe-link) in an email, they are unsubscribed only from the category assigned to that email (e.g., *Newsletter*). The pages they see depend on your [unsubscribe flow](#set-up-the-unsubscribe-flow):
1. **Confirmation** (on by default). The user confirms that they want to unsubscribe. Nothing changes until they click the confirm button.
2. **Survey** (off by default). After the unsubscribe is applied, the user can tell you why they left. The answer is saved to the **`Unsubscribe Reason`** tag.
3. **Unsubscribed from category**. The final page confirms they will no longer receive emails from that category.
On the final page, users can click:
- **Resubscribe** to opt back into that category. They see the **Resubscribed to category** page.
- **Manage preferences** to open the preference center and adjust all their email preferences.
The default flow works automatically, and no additional setup is required. To change the text, design, or buttons of any of these pages, see [Customize subscription pages](/product/messaging-channels/emails/preference-center/customize-subscription-pages/).
If the preference center is disabled, the unsubscribe link opts users out of all marketing emails, not one category. The **Confirmation** and **Survey** steps still follow your unsubscribe flow.
## Collect unsubscribe reasons
Turn on the survey to learn why users unsubscribe. To edit the survey page, see the [Survey block](/product/messaging-channels/emails/preference-center/customize-subscription-pages/#survey-block).
When you turn on the survey, Pushwoosh creates the **`Unsubscribe Reason`** string tag in your account. Each answer is written to this tag on the user's email profile:
- If the user picks an option, the tag stores the option text in the page's default language, even if the user saw a translated page.
- If the user picks **Other** and types an answer, the tag stores the typed text (up to 500 characters).
- If the user clicks **Skip** or leaves the page, nothing is stored. The unsubscribe is already applied.
To see the collected answers, click **View stats** on the **Survey** tile. You can also [segment users](/product/audience-data-and-segmentation/segmentation/create-segments/by-tags/) by the **`Unsubscribe Reason`** tag, for example, to analyze churn reasons.
## Other ways to unsubscribe
Users can also opt out of all marketing emails in two ways:
- Click **Unsubscribe from all** in the preference center.
- Use the unsubscribe button of their email client.
Both set the **Unsubscribed Emails** tag to `true`. [Learn more](/product/messaging-channels/emails/preference-center/#full-opt-out-with-the-unsubscribed-emails-tag)