{"id":4252,"date":"2023-07-30T10:37:41","date_gmt":"2023-07-30T10:37:41","guid":{"rendered":"https:\/\/mailbluster.com\/blog\/?p=4252"},"modified":"2026-04-06T10:09:00","modified_gmt":"2026-04-06T10:09:00","slug":"unsubscribe-link-in-email-whats-it-how-to-add-one","status":"publish","type":"post","link":"https:\/\/mailbluster.com\/blog\/unsubscribe-link-in-email-whats-it-how-to-add-one","title":{"rendered":"Unsubscribe Link in Email: What is It and How to Add One"},"content":{"rendered":"\n<p><strong>Unsubscribe link<\/strong> is an essential part of <a href=\"https:\/\/mailbluster.com\/blog\/email-marketing-types-for-strong-audience-engagement\" target=\"_blank\" rel=\"noreferrer noopener\">email campaigns<\/a>, and <strong>it benefits both the recipient and the sender.<\/strong> So the question remains: How? You might be wondering why adding an opt out link to your email is necessary. Why intentionally add such an option through which you might lose subscribers?! Well, you\u2019re on the right page because this blog will answer all your questions!<\/p>\n\n\n\n<p><strong>In this blog<\/strong>, I will discuss the unsubscribe link in detail and show you how to add it in your <a href=\"https:\/\/mailbluster.com\/blog\/email-campaign-ideas-types-examples\" target=\"_blank\" rel=\"noreferrer noopener\">email campaign<\/a>.<\/p>\n\n\n\n<h4 class=\"has-medium-gray-color has-text-color\">Table of Contents<\/h4>\n\n\n\n<ul><li><strong><em><a href=\"#What-is-an-Unsubscribe-Link\">What is an Unsubscribe Link?<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#Why-the-Unsubscribe-Link-Matters\">Why the Unsubscribe Link Matters<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#Best-Practice\">Best Practice<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#How-to-Add-Unsubscribe-Link-to-Email\">How to Add Unsubscribe Link to Email<\/a><\/em><\/strong><\/li><li><strong><em><a href=\"#Wrap-Up\">Wrap Up<\/a><\/em><\/strong><\/li><\/ul>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"What-is-an-Unsubscribe-Link\">What is an Unsubscribe Link?<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/unsubscribe-link-def.webp.jpg\" alt=\"Definition of unsubscribe link\" class=\"wp-image-4254\" width=\"521\" height=\"324\"\/><\/figure><\/div>\n\n\n\n<p>The link that enables a recipient to opt out of getting marketing emails from a certain brand is known as an unsubscribe link. It is also called \u201cunsubscribe URL,\u201d &#8220;unsubscribe button,&#8221; and \u201copt out link.\u201d Also, it tends to appear in the <a href=\"https:\/\/mailbluster.com\/blog\/email-footer\" target=\"_blank\" rel=\"noreferrer noopener\">email footer<\/a> section, and it leads the recipient to an unsubscribe page. So, what does unsubscribe mean in email? Simply put, it\u2019s a link that allows the recipients to remove themselves from your email list so they won\u2019t receive your emails anymore.<\/p>\n\n\n\n<h5><strong>Common ways of showing unsubscribe procedure<\/strong><\/h5>\n\n\n\n<p>There are two common ways of showing the unsubscribe procedure. One is  \u201cone-click\u201d unsubscription. When subscribers click on the \u201cunsubscribe\u201d part in the email, they are often directed to a confirmation page, which confirms that they were able to unsubscribe successfully. The second one is, alternately, you can direct them to a page where you inquire about their cancellation request and then ask them to confirm it. The form must be brief with a simple process to ensure a positive user experience.<\/p>\n\n\n\n<h5>Unsubscribe rate<\/h5>\n\n\n\n<p>The percentage of people who unsubscribe from your list is called the <a href=\"https:\/\/mailbluster.com\/blog\/unsubscribe-rate-how-to-keep-it-healthy\" target=\"_blank\" rel=\"noreferrer noopener\">unsubscribe rate<\/a>. And the email unsubscribe rate formula is:<\/p>\n\n\n\n<pre class=\"wp-block-verse has-dark-red-color has-text-color has-background has-medium-font-size\" style=\"background-color:#fbefef;font-style:normal;font-weight:500\"><strong>Unsubscribe rate<\/strong> = (Total number of Unsubscribes \/ Total number of delivered emails) x 100<\/pre>\n\n\n\n<h3 class=\"has-bright-blue-color has-text-color\"><strong>Example<\/strong><\/h3>\n\n\n\n<p>Check out the example of an unsubscribe link in an email. <strong><em>AWS <\/em><\/strong>sent this email where we can see an unsubscribe URL in the email\u2019s footer; marked \u201cunsubscribe here.\u201d<br><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/aws-ulScreenshot-2023-07-24-144016.jpg\" alt=\"Unsubscribe link example\" class=\"wp-image-4255\" width=\"638\" height=\"382\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Why-the-Unsubscribe-Link-Matters\">Why the Unsubscribe Link Matters<\/h2>\n\n\n\n<p>Let\u2019s find out why you really need to add an unsubscribe link in your email. And why you should give your subscribers the option to remove themselves from receiving your emails. Even though it means you\u2019ll lose your subscribers by doing so. Let\u2019s see;<\/p>\n\n\n\n<h5><strong>To make your email compliant with law<\/strong><\/h5>\n\n\n\n<p>Adding an unsubscribe link in the email is mandated by law in various countries. So, let&#8217;s learn about the unsubscribe link in email law. As a marketer, you need to be aware of the <a href=\"https:\/\/www.ftc.gov\/legal-library\/browse\/statutes\/controlling-assault-non-solicited-pornography-marketing-act-2003-can-spam-act\" target=\"_blank\" rel=\"noreferrer noopener\">CAN-Spam Act<\/a>, which includes the rule of adding an opt out link in the email so the recipient can stop receiving your email if they want to. Therefore, you must have an unsubscribe link in every email you send in compliance with the CAN-SPAM Act and other rules governing the use of unsolicited email. These laws shield consumers from spam and offer them control over their email interactions with companies. Though there are more positive reasons behind adding it, this very law is why you\u2019re bound to add an unsubscribe URL in your email.<\/p>\n\n\n\n<p>Check out the underlined lines of the following picture that mention the requirement of providing an opting-out option to the recipients.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1085\" height=\"807\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/cap-lawScreenshot-2023-07-24-133419.jpg\" alt=\"CAN-Spam Act. Adding an unsubscribe link in the email is mandated by law in various countries.\" class=\"wp-image-4256\"\/><\/figure>\n\n\n\n<h5><strong>It affects the deliverability of your email<\/strong><\/h5>\n\n\n\n<p>Unsubscribe link enhances and ensures the deliverability of your emails. It conveys to email service providers like Gmail, Yahoo, etc., that you&#8217;re not trying to spam or harm, ensuring your emails reach recipients and maintaining a good sender reputation. If you don\u2019t do so, your emails will likely fall into the spam box.<\/p>\n\n\n\n<h5><strong>To make your email user-friendly<\/strong><\/h5>\n\n\n\n<p>You must add an unsubscribe link to the email to make it user-friendly. The trustworthiness of the sender depends on it, too. Users who want to unsubscribe will mark your email as spam if you make it difficult for them to find the link or, even worse, if you don\u2019t provide it. The subscribers will feel stuck if they want to opt out and can\u2019t find any way out, which will also harm your email&#8217;s deliverability. All these will harm your reputation as a sender. Also, you should keep the subscribers willing to receive your emails, and it&#8217;s better not to have those who don\u2019t. Hence, you need to add it in your email even if it means you can lose subscribers.<\/p>\n\n\n\n<p>Moreover, you need to understand that unsubscribing does not necessarily mean the end of any relationships. Your unsubscribe URL can lead to an unsubscribe page where you can run a small optional survey to find out why users unsubscribe. It will help you in email marketing further.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Best-Practice\">Best Practice<\/h2>\n\n\n\n<p>Let\u2019s go through some tips for adding an unsubscribe link in email so that it works well.<\/p>\n\n\n\n<h6><strong>Focus on the placement<\/strong><\/h6>\n\n\n\n<p>The placement of the unsubscribe URL significantly impacts whether users click on it or send an email to spam. You need to place it at the footer or the top of the email so that the reader finds it easily.<\/p>\n\n\n\n<h6><strong>Make it clear and understandable<\/strong><\/h6>\n\n\n\n<p>Place the unsubscribe URL clearly and understandably. Instead of simply putting it, you can mention the purpose of the unsubscribe link in short before placing the unsubscribe URL.<\/p>\n\n\n\n<h6><strong>Do an unsubscribe survey<\/strong><\/h6>\n\n\n\n<p>You should also use the unsubscribe link to survey the reasons behind the unsubscription of recipients. Include a short survey that lets users share their reasons for unsubscribing. It will provide you with a wealth of information.<\/p>\n\n\n\n<p>The following picture is a survey example of unsubscribe reasons from <strong><em>Neal Schaffer<\/em><\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/why-unsub-survey-pageScreenshot-2023-07-24-134044.jpg\" alt=\"Survey example of unsubscribe reasons.\" class=\"wp-image-4257\" width=\"555\" height=\"424\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"How-to-Add-Unsubscribe-Link-to-Email\">How to Add Unsubscribe Link to Email<\/h2>\n\n\n\n<p>Now, let\u2019s learn how to add an unsubscribe link to your email with our handy <a href=\"https:\/\/mailbluster.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing tool, <strong><em>MailBluster<\/em><\/strong><\/a>!<\/p>\n\n\n\n<p>While composing an email, in the footer section of the email, <strong>don\u2019t go for<\/strong> <strong>{{unsubscribe_link}}<\/strong>. Instead, first, <strong>write something regarding unsubscribing<\/strong>, like, \u201cIf you feel you received it by mistake or wish to unsubscribe, click here.\u201d Let\u2019s write \u201cclick here to unsubscribe,\u201d and then select the \u201c<strong>here<\/strong>\u201d word and attach an unsubscribe link to it by clicking the targeted section in the picture below.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/ul1-2.gif\" alt=\"How to Add Unsubscribe Link to Email with MailBluster.\" class=\"wp-image-4258\" width=\"877\" height=\"493\"\/><\/figure><\/div>\n\n\n\n<p>After that, click on the top right corner button written \u201copen website.\u201d By clicking it, you\u2019ll get multiple options for displaying it, and then select any option of your preference.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/ul2.gif\" alt=\"How to Add Unsubscribe Link to Email with MailBluster.\" class=\"wp-image-4259\" width=\"879\" height=\"494\"\/><\/figure><\/div>\n\n\n\n<p>For example, here I\u2019m choosing \u201copen unsubscription page.\u201d<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/ul3-1.gif\" alt=\"How to Add Unsubscribe Link to Email with MailBluster.\" class=\"wp-image-4262\" width=\"874\" height=\"491\"\/><\/figure><\/div>\n\n\n\n<p>Then save this action. And tada! It\u2019s done! Easy peasy, right?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/ul4-2.gif\" alt=\"How to Add Unsubscribe Link to Email with MailBluster.\" class=\"wp-image-4263\" width=\"872\" height=\"490\"\/><\/figure>\n\n\n\n<p>You can also do it another way, too. Just type <strong>{{unsubscribe_link}} <\/strong>in the directed \u201cURL\u201d box in the picture below. And then just save this action, and your unsubscribe link setup is done!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" src=\"https:\/\/mailbluster.com\/blog\/wp-content\/uploads\/2023\/07\/ul5.gif\" alt=\"How to Add Unsubscribe Link to Email with MailBluster.\" class=\"wp-image-4264\" width=\"868\" height=\"488\"\/><\/figure>\n\n\n\n<p>These are the right ways of adding an unsubscribe link to an email.<\/p>\n\n\n\n<h2 class=\"has-bright-blue-color has-text-color\" id=\"Wrap-Up\">Wrap Up<\/h2>\n\n\n\n<p>Adding an unsubscribe link in the email is essential, especially for improving deliverability. <strong>Throughout this blog<\/strong>, I have thoroughly discussed the unsubscribe link and explained how to add an unsubscribe link to an email using our effective <a href=\"https:\/\/mailbluster.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing platform, <strong><em>MailBluster<\/em><\/strong><\/a>. Make sure to include an unsubscribe link in every email campaign you send out from now on if you haven&#8217;t already. It&#8217;s a quick and simple approach to express your concern for your subscribers and their use of your emails.<\/p>\n\n\n\n<p class=\"has-bright-red-color has-text-color\" style=\"font-size:26px\"><strong><em>Click below to learn<\/em> about the unsubscribe rate<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong><em><a href=\"https:\/\/mailbluster.com\/blog\/unsubscribe-rate-how-to-keep-it-healthy\" target=\"_blank\" rel=\"noreferrer noopener\">Unsubscribe Rate: How To Keep It Healthy<\/a><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unsubscribe link is an essential part of email campaigns, and it benefits both the recipient and the sender. So the question remains: How? You might be wondering why adding an opt out link to your email is necessary. Why intentionally add such an option through which you might lose subscribers?! Well, you\u2019re on the right &hellip; <a href=\"https:\/\/mailbluster.com\/blog\/unsubscribe-link-in-email-whats-it-how-to-add-one\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Unsubscribe Link in Email: What is It and How to Add One&#8221;<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":4253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1180,544],"tags":[1171,1151],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Unsubscribe Link in Email: What is It and How to Add One<\/title>\n<meta name=\"description\" content=\"Unsubscribe link is an essential part of email campaigns, and it benefits both the recipient and the sender.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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