How to add an unsubscribe link to Klaviyo emails

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Find out how to include an unsubscribe link in your Klaviyo email campaigns and flows. 

The importance of including an unsubscribe link

Klaviyo requires an unsubscribe link to be present in all emails. Why?

For one, it's the law. The CAN-SPAM Act requires that all commercial emails "must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future." You also must honor a recipient’s opt-out request within 10 business days.

Including an unsubscribe link is critical to maintaining a strong sender reputation. If you don't allow recipients to opt out and decide if/when they want to stop receiving your emails, they are more likely to mark your email as spam through their inbox service. Spam complaints are serious and can significantly damage your email deliverability. If your abuse rate hits even 0.01%, mailbox providers (like Gmail, Hotmail, and Yahoo) will start to consider you a "bad sender" and take matters into their own hands, filtering your emails as spam for all recipients.

What if I forget?

If Klaviyo doesn't detect an unsubscribe tag in one of your emails, it will automatically add an unsubscribe link at the bottom of your email that includes a basic unsubscribe tag.

An unsubscribe automatically added to the bottom of an email in the Klaviyo email template editor

Add an unsubscribe link

By default, the basic tag will generate a link with the text "Unsubscribe." 

  1. Navigate to your email template
  2. Select an existing text block or add a new one into your email
  3. Insert {% unsubscribe %} 
    OR
  4. Click Insert Tag (classic editor) or the Add Personalization icon (new editor) and select Unsubscribe

 Add the unsubscribe tag to a text block using the Add Personalization option in the Klaviyo email template editor

Style the unsubscribe link

You can style the text for an unsubscribe however you'd like inside of the text editor.

To customize the text for the generated link:

  1. Insert the tag: {% unsubscribe %}
  2. Add two single quotation marks after unsubscribe with the text you want: {% unsubscribe 'YOUR UNSUBSCRIBE TEXT' %}

If you're using a button block in Klaviyo's drag-and-drop email editor, use the following tag: {% unsubscribe_link %}

If you need even more control, you can add a tag to provide only the URL for your unsubscribe link. For this, place the unsubscribe tag within <a href></a> tags:

<a href ="{% unsubscribe_link %}" style="color: red;">Unsubscribe here.</a>

When a recipient clicks a Klaviyo unsubscribe link, they will be taken to a confirmation page to confirm the unsubscribe request. It is not currently possible to create a link or button that automatically unsubscribes someone with one-click.

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