Add an Unsubscribe Option to an Email

Introduction

Every email message must include a clear and accessible option for recipients to unsubscribe.

Providing an unsubscribe option is a legal requirement in many regions and a key factor for email deliverability. Messages without a visible unsubscribe mechanism are more likely to be marked as spam or blocked by mailbox providers.

At a minimum, each email must contain a visible unsubscribe link.

To further improve visibility and user experience, List-Unsubscribe headers are strongly recommended and supported by major email clients.

Mapp Engage provides built-in functionality to implement both options correctly.

Goal

Ensure that every email includes a compliant unsubscribe option and allows recipients to opt out of future messages.

Procedure

Add an unsubscribe link to an HTML email

1. Create or edit an email.

2. Proceed to Step 2 – Content.

3. Open Mapp Engage Variables.

4. Select System Links from the category list.

5. Choose Unsubscribe Link (HTML).
   

6. Drag the variable into the email body.

7. Adjust the visible link text if required.

   Do not change the link destination.

During sendout, the system replaces the placeholder with the correct unsubscribe URL.

Verify unsubscribe links in CMS emails

In CMS-based emails, unsubscribe links are typically defined in the template.

1. Open the CMS template used for your email.

2. Check whether an unsubscribe link is included.

3. If no unsubscribe option is present, contact your administrator to update the template.

Do not manually add unsubscribe links to CMS emails unless the template explicitly requires it.

Configure List-Unsubscribe headers (recommended)

List-Unsubscribe headers allow supported email clients to display an unsubscribe option directly in the email interface.

1. Open the email system settings.

2. Configure List-Unsubscribe headers using one of the following options:

   • Standard headers with Mapp Engage placeholders

   • Custom headers using static values or external CRM placeholders

3. Include both formats:

   • An email-based header (for example: <mailto:unsubscribe@example.com>)

   • A web-based header (for example: https://example.com/unsubscribe?user=<%user.ID%>)

Using both formats ensures maximum compatibility.

Unsubscribe contacts from all groups (optional)

By default, an unsubscribe action removes a contact only from the sending group.

To unsubscribe contacts from all groups:

1. Create an automation event Unsubscribed From Group (C).

2. Assign the automation job Unsubscribe Member From All Groups (C).

Result

• Every email contains a functional unsubscribe option.

• Recipients can unsubscribe via embedded links or supported email client controls.

• Unsubscribe actions are handled according to the configured scope.

Best Practices

• Always include an unsubscribe link in every email.

• Use List-Unsubscribe headers to improve visibility and reduce spam complaints.

• Do not modify system-generated unsubscribe URLs.

• Regularly verify that CMS templates include an unsubscribe option.