Add an Unsubscribe Link to an Email

Goal​

Provide recipients with a clear and accessible option to unsubscribe from email communications, ensuring compliance with best practices and enhancing deliverability.

Background Information​

An unsubscribe option is essential for any email campaign. The simplest method is to include a link that allows contacts to unsubscribe. Mapp Engage provides a standard functionality to add an unsubscribe link using an Engage Variable. Typically, this link is part of a CMS template and does not require manual creation with an Engage Variable.

In addition to traditional unsubscribe links, list-unsubscribe headers are highly recommended to enhance visibility and make unsubscribing easier.

Why Include an Unsubscribe Link and Headers?

• Improved User Experience: Makes it easier for recipients to opt out, reducing frustration.

• Fewer Spam Reports: When the unsubscribe option is clear and accessible, recipients are less likely to mark emails as spam.

• Enhanced Deliverability: A better sender reputation leads to improved email delivery rates.

• Regulatory Compliance: Simplifies adherence to email laws like GDPR and CAN-SPAM.

Procedure​

1. Go to:

   • Create New > Message > Email Message > HTML Email, or

   • Messages > Draft Messages > Email > Edit, or

   • Messages > Prepared Messages > Email > Edit

2. Follow the email creation process until you reach Step 2 - Content.

3. Open Mapp Engage Variables from the menu.

4. Select System Links from the Category drop-down.

5. Choose the appropriate option based on your email type:

   • Unsubscribe Link (HTML) for HTML emails.

   • Unsubscribe Link (Text) for plain text emails.

     

6. Drag the selected variable into the email body. The placeholder will be replaced with the unsubscribe URL during sendout.

7. Customize the display text, but avoid modifying the link destination.

Enhancing Functionality with List-Unsubscribe Headers

For improved visibility, add List-Unsubscribe Headers to your email. These headers allow major email clients, such as Gmail and Yahoo, to display unsubscribe options directly in their interface.

Benefits of List-Unsubscribe Headers

• Consistent unsubscribe visibility across supported platforms.

• Reduced spam complaints as users are less likely to mark emails as spam.

• Compatibility with automation and CRM systems for managing unsubscribes.

How to Configure List-Unsubscribe Headers

1. Navigate to your email system settings.

2. Configure either:

   • Standard List-Unsubscribe Headers: Use Mapp Engage placeholders to automatically populate group, message, and contact IDs.

   • Custom List-Unsubscribe Headers: Include placeholders recognized by your external CRM or use static values.

3. Examples:

   • Email-based header: <mailto:unsubscribe@example.com>

   • Web-based header: https://example.com/unsubscribe?user=<%user.ID%>

4. Ensure both email and web headers are included for maximum compatibility.

Unsubscribing from All Groups

By default, the unsubscribe link removes the contact from the group that sent the message. To automatically unsubscribe a contact from all groups in the system, use event-based automation:

• Automation Event: Unsubscribed From Group (C)

• Automation Job: Unsubscribe Member From All Groups (C)

ISP and Client Compatibility

• Supported Clients: Gmail, Yahoo, and Outlook.com display unsubscribe options for List-Unsubscribe headers.

• Unsupported Clients: Desktop Outlook and others that rely solely on embedded links.