Guide to Unsubscribes in Klaviyo

Last updated at:


Learn how to allow contacts to unsubscribe, how to manually unsubscribe contacts yourself, and how unsubscribes are treated in Klaviyo.

When a contact is unsubscribed, they become suppressed in Klaviyo. Learn more about suppressed profiles.

Add an Unsubscribe Link to an Email

To add a basic unsubscribe link, use the following Klaviyo tag: {% unsubscribe %}

You can place this unsubscribe tag directly in your template. By default, the {% unsubscribe %} tag will populate as an unsubscribe link in your email with the text "Unsubscribe." If you want to customize the text in the link, this tag takes an optional parameter that allows you to customize the text. 

If you need even more control, there is also a tag that provides only the URL for the unsubscribe link. All three options are shown here:

{% unsubscribe %} Unsubscribe
If you'd no longer like to receive emails, {% unsubscribe 'click here' %} If you'd no longer like to receive emails, click here.

This is a fancy <a href="{% unsubscribe_link %}">unsubscribe</a> link.

NOTE: You will need to paste this into the source within the text block, rather than just pasting it into a text block. 

This is a fancy unsubscribe link.

When someone clicks an unsubscribe link that follows any of these formats, that click will not count towards your email's click rate. 

Manually Unsubscribe Someone from Klaviyo

Unsubscribe One or More Profiles from a List

  1. Navigate to the list you want to unsubscribe profiles from
  2. Click the Manage List dropdown
  3. Select List SuppressionslistSuppressionList.png
  4. Click Add Email Address in the upper right
  5. Add the email address of the person you wish to suppress
  6. Select Add Email Address again in order to finish manually suppressing the profilesuppress.gif

View How a Profile Was Suppressed

From the List Suppressions page you can filter profiles based on whether they unsubscribed on their own (Unsubscribed) or were added manually (Manually Added).

Reasons why you'll see contacts on your suppression list include the following:

  • The person unsubscribed
  • The person marked an email of yours as spam
  • Emails to this person hard bounced or soft bounced
  • You or someone else on your account manually added them to the suppression list


Unsubscribe One or More Profiles Globally

To manually unsubscribe someone from all emails sent by Klaviyo:

  1. Navigate to the Profiles tab
  2. Select Suppressed Profiles in the upper right-hand corner of the screen
  3. Choose whether you want to suppress a single profile or bulk suppress many profiles
    1. To suppress a single profile, click the Add Email Address button
    2. To bulk suppress contacts, use the Upload File button
      •  Bulk suppressing contacts is permanent, and cannot be undone

Share a Global Unsubscribe Link with a Profile

  1. Navigate to your Account > Settings 
  2. Click into the Email tab
  3. Find the section labeled Consent 
  4. Copy the global unsubscribe link, which can be used to globally suppress contacts
  5. Share this link with someone or include it in an email

When someone then clicks the link, they can globally unsubscribe themselves from all of your future emails.


Unsubscribe vs. Update Email Preferences

In all of your emails, we recommend also including a direct link to update email preferences in addition to an unsubscribe link. This is a separate link — generated by the manage preferences tag, {% manage_preferences %} — that will take the recipient to a page where preferences can be updated.

When someone attempts to unsubscribe, it's possible that they may actually just want to receive fewer emails from you. By allowing your subscribers to choose how often they'd like to hear from you, you can lower unsubscribe rates.

While it isn't possible to turn an unsubscribe page into a preferences form, you can add an update preferences link to your unsubscribe page — we support the same manage preferences tag syntax in the text box on this page. This way, you may stop some would-be-unsubscribers from unsubscribing completely.

List-Specific vs. Global Unsubscribes 

When a recipient unsubscribes from an email you send, they will be suppressed for all future emails, regardless of which list(s) the message is sent to. If you have a paid Klaviyo plan, you can adjust this behavior on the account level or for specific lists. When the global unsubscribe setting is disabled, those who unsubscribe from a list-based send will only be suppressed from the list (or lists) that message was sent to, and may still receive messages sent to other lists they have subscribed to. 

To maintain strong deliverability and avoid recipients marking your emails as spam, Klaviyo highly recommends that you leave global unsubscribes enabled. 

To disable global unsubscribes for a single list: 

  1. Select your list from the Lists & Segments tab
  2. Open that list’s Settings
  3. Uncheck the option When someone unsubscribes from [LIST NAME], unsubscribe that person from all future emails
  4. Click Update List Settings


To disable this setting for all lists:

  1. Navigate to Account > Settings 
  2. Click Email
  3. Select Unsubscribe Behavior
  4. Uncheck the option When someone unsubscribes from a list, unsubscribe that person from all lists
  5. Click Update Email Tracking Settings


Learn how to clean your lists of global suppressions.

When Someone Unsubscribes and Re-Subscribes

Whenever someone unsubscribes, they become globally suppressed in Klaviyo. This is because when they choose to unsubscribe from one of your emails, they typically expect to unsubscribe from all of them. However, contacts can re-subscribe and be re-added to your list at any time.

It is important to note that an unsubscribed, and thus suppressed, profile will need to resubscribe either via a Klaviyo form or supported 3rd-party form to be unsuppressed. If you manually upload their profile information again or they resubscribe to a list via another source, such as a Facebook lead ad or some 3rd-party form tools, they will not be marked as unsuppressed in Klaviyo and you will not be able to email them.

If a suppressed customer subscribes at checkout (e.g., by checking the "Accepts Marketing" option in a Shopify checkout), they will not be resubscribed. 

The only 3rd party forms that will unsuppress a profile are those that also trigger our Subscribed to List metric. To see a list of supported 3rd party providers, head to How to Use the Subscribed to List Metric.

Note the following:

  • If someone is globally suppressed and then re-subscribes to the same list they previously unsubscribed from, they will be re-added to that list
  • If someone is globally suppressed after unsubscribing from List A and then subscribes to List B, they will not be resubscribed to List A
  • If someone unsubscribes from an event-based flow, then subscribes to List A, they will be added to List A but must re-subscribe through a Klaviyo form (or supported 3rd party form) to receive further emails
  • If someone is globally suppressed after unsubscribing from a list and is imported into a list in Klaviyo, they will remain suppressed as importing does not qualify as someone re-subscribing

Note that Klaviyo does not store information from a previous email service provider (such as Mailchimp) around when a profile unsubscribed from emails sent via the previous platform. We will only track when someone unsubscribes from a Klaviyo email.

Additional Resources

Was this article helpful?
205 out of 444 found this helpful