Unsubscribes in Klaviyo

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:

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List-Specific Unsubscribe Settings

For each list in Klaviyo, you can adjust how unsubscribes are handled. If you navigate to a Klaviyo list and click on Settings, you will see a checkbox. There will be a note here if your account is configured to treat any unsubscribe as an unsubscribe from all emails. 

While it is possible to allow individuals to unsubscribe from only a given list, what we recommend doing is adding a set of checkboxes to your newsletter's sign up form that indicates the different types of emails you'll be sending. This way, people will be able to opt-in to receive specific emails based on their preference. These same checkboxes will also appear on your list's Preferences page, so subscribers can update their subscription preferences anytime -- this essentially allows them to unsubscribe from any specific list by updating their preferences.

These same checkboxes will also appear on your list's preferences page, so subscribers can update their subscription preferences anytime -- this essentially allows them to unsubscribe from any specific list by updating their preferences.

Manually Unsubscribe Someone from Klaviyo

To manually unsubscribe a person or list of people, follow these instructions.

When Someone Unsubscribes and Re-Subscribes

If a subscriber unsubscribes from a specific list and is suppressed, he/she can re-subscribe at any time with no issues and will be un-suppressed.

If someone unsubscribes from a flow email or from an email sent to a dynamic segment, this person will be globally suppressed. The only way for this person to be un-suppressed is if you manually un-suppress them.

Unsubscribe vs. Update Email Preferences

In all of your emails, we recommend also including a direct link to update email preferences in addition 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 is possible that he/she 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.

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