If recipients report that your unsubscribe link isn’t working—or you notice unsubscribes aren’t being tracked correctly—the issue is usually related to how the unsubscribe link is set up in your email template.
Your email must use the correct system unsubscribe variable for unsubscribe management and tracking:
{{email.unsubscribe_link}}If a different link, manual URL, or button is used instead, unsubscribe requests may not process correctly.
The {{email.unsubscribe_link}} custom value is required because it:
Automatically identifies the recipient
Properly updates their subscription status
Ensures compliance with email regulations
Tracks unsubscribe activity accurately in the system
Using any other link—even if it looks correct—can break this process.
Follow these steps to ensure your unsubscribe link works correctly:
Open the email template where the issue is occurring
Locate the unsubscribe text or button (usually in the footer)
Confirm the link is set exactly to:
{{email.unsubscribe_link}}Remove any hardcoded URLs or custom unsubscribe links
Save the template and resend a test email
Always place the unsubscribe link in the email footer
Do not modify or shorten the {{email.unsubscribe_link}} value
Avoid linking to external forms or websites for unsubscribes
Test unsubscribe functionality before launching a campaign
If you’re using {{email.unsubscribe_link}} correctly and the issue persists, check:
Whether the email was sent from a system-supported email action
If the template was copied from an older or external source
Whether the contact is already unsubscribed
If you’re still stuck, reach out to support and include:
The email template name
A screenshot of the unsubscribe link setup
A test email example