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Email dark patterns: are you accidentally using them?

inbox_irisEmail Consultant

Dark patterns in email are more common than most marketers realize. Some are intentional, but many are accidentally inherited from templates or industry "best practices" that are actually manipulative.

Common email dark patterns

  • Confirm-shaming: Unsubscribe text like "No, I don't want to improve my marketing" — manipulative and reduces trust
  • Hidden unsubscribe: Tiny gray text on gray background, or unsubscribe links buried in legal text
  • Fake urgency: "Offer expires tonight!" when it does not actually expire
  • Pre-checked consent boxes: Violates GDPR and erodes trust
  • Misleading subject lines: "Re: Your order" when there is no order — this also violates CAN-SPAM

The business case for ethical email

Ethical email practices correlate with better long-term engagement metrics. Our clients who removed dark patterns saw a temporary dip in short-term metrics but improved retention, lower complaint rates, and better deliverability within 60 days.

#dark-patterns#ethics#design
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3 Comments

emailpro_sarahCommunity Admin

The confirm-shaming on unsubscribe pages is particularly bad. Making someone feel guilty for unsubscribing increases spam complaints — the exact opposite of what you want.

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gdpr_guruCompliance Specialist

Pre-checked consent boxes violate GDPR explicitly. If you are still using them in 2025, you are asking for a fine. Consent must be freely given and affirmative.

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newsletter_nerdNewsletter Creator

The business case section is important. Ethical practices are not just the right thing — they produce better metrics in the long run. Trust compounds.

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