Unsubscribes in Klaviyo

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Overview

This is a general guide to unsubscribes in Klaviyo, including information how you can allow contacts to unsubscribe, how you can manually unsubscribe contacts, 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 email, 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.

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 preferences. These checkbox options will be saved as profile properties in Klaviyo that you can then use to create segments.

Manually Unsubscribe Someone from Klaviyo

Unsubscribe One or More Profiles from a Specific List

To manually unsubscribe profiles from a given list, navigate to that list and from the Manage List dropdown select List Suppressions.

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The Add Email Address button allows you to manually suppress someone from this specific list. From the List Suppressions page you can filter profiles based on whether they unsubscribed on their own (Unsubscribed), or were added manually (Manually Added).

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Unsubscribe One or More Profiles Globally

To manually unsubscribe someone from all emails sent by Klaviyo, navigate to Profiles > Suppressed Profiles.

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On this page, you'll see a list of everyone that is currently suppressed. To add a single profile to your suppression list, click the Add Email Address button.

To bulk upload contacts to your suppression list, you can use the Upload File button. Bulk suppressing contacts is permanent, and cannot be undone.

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

  • This person unsubscribed
  • This 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

If you would like to share an unsubscribe link directly with someone, navigate to your Account settings. Then, go to Email Settings and find the section labeled Unsubscribes. Here, you will find a global unsubscribe link that can also be used to globally suppress contacts. If you share this link with someone or include this link in an email, it will allow someone to globally unsubscribe themselves from all your future emails.

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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 is 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.

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.

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 Using 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.

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