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:

{% unsubscribe %} Unsubscribe
If you'd no longer like to receive emails, {% unsubscribe 'click here' %} If you'd no longer like to receive email, click here.
This is a fancy <a href="{% unsubscribe_link %}">unsubscribe</a> link. This is a fancy unsubscribe link.

List-Specific Unsubscribe Settings

For each list, Klaviyo handles an unsubscribe as a global unsubscribe and suppression. We recommend 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.

Manually Unsubscribe Someone from Klaviyo

To manually unsubscribe a person or list of people, follow this guide.

When Someone Unsubscribes and Re-Subscribes

Whenever someone unsubscribes, they will become globally suppressed. This is because when someone chooses to unsubscribe from one of your emails, they typically expect to unsubscribe from all of them. However, contacts can re-subscribe and become unsuppressed at any time.

  • If someone is globally suppressed and then re-subscribes to the same list, they will become unsuppressed and resume receiving emails
  • If someone is globally suppressed after unsubscribing from List A and then subscribes to List B, they will not be resubscribed to List A and won't be globally suppressed anymore
  • If someone is globally suppressed after unsubscribing from an event-based flow, then subscribes to a list, they will become unsuppressed
  • Someone is globally suppressed after unsubscribing from a list and is imported into a list that already exists in Klaviyo, they will remain suppressed

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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