Why Is My Email Unsubscribe Link Not Working?

Why Is My Email Unsubscribe Link Not Working?

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.

The Most Common Cause

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.

Why This Matters

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.

How to Fix the Issue

Follow these steps to ensure your unsubscribe link works correctly:

1. Open the email template where the issue is occurring

2. Locate the unsubscribe text or button (usually in the footer)

3. Confirm the link is set exactly to:

   {{email.unsubscribe_link}}

4. Remove any hardcoded URLs or custom unsubscribe links

5. Save the template and resend a test email

Best Practices for Unsubscribe Links

• 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

Still Not Working?

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