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.

Add and Style an Unsubscribe Link

To add a basic unsubscribe link, use: {% unsubscribe %}

A text block in the Klaviyo email template editor showing the unsubscribe tag

If you are using Klaviyo's template editor, you can quickly insert this unsubscribe tag into any text block using the "Insert Tag" option. 

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

By default, this basic tag will generate a link with the text "Unsubscribe." You can style this text however you'd like inside of the text editor. If you want to customize the text for the generated link, this tag takes an optional parameter that allows you to choose your own text:

{% unsubscribe 'unsubscribe now' %}

If you need even more control, there is also a tag that provides only the URL for the unsubscribe link that you can place within our own <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.

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

Additional Resources

Learn more about unsubscribes in Klaviyo.

Want to learn more about key factors in email deliverabilty? Check out our Introduction to Email Deliverability.

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