If your emails are landing in patients' spam or junk folders, or your unsubscribe link is not working, both issues usually trace back to how your sending domain and email templates are set up. Use the sections below to diagnose and fix the most common causes.
Several factors can push your emails into a recipient's junk box. The most common causes are:
Sending from a public domain (such as a free Gmail or Outlook address) instead of a domain you own
Not verifying your sending domain with your email provider
Poor list health or contact-collection practices, such as old or purchased lists
Sending internal mail to recipients on the same domain as your sending address
To improve deliverability, send from a domain you own, verify that domain with your email provider, keep your list clean and permission-based, and avoid sending to internal addresses on your own domain. For the full walkthrough, review our Email Best Practices and Sending Guide. You can also see the Email Marketing collection for deeper domain-authentication steps.
If recipients report that your unsubscribe link is not working, or you notice unsubscribes are not being tracked correctly, the cause is almost always 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, a manual URL, or a custom 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
Helps keep you compliant with email regulations
Tracks unsubscribe activity accurately in the system
Using any other link, even one that looks correct, can break this process.
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 the unsubscribe function before launching a campaign
If you are using {{email.unsubscribe_link}} correctly and the issue persists, check:
Whether the email was sent from a system-supported email action
Whether the template was copied from an older or external source
Whether the contact is already unsubscribed
If you are still stuck, reach out to support and include the email template name, a screenshot of the unsubscribe link setup, and a test email example.
Why have some of my emails started going to spam or junk lately? Common causes include sending from a public domain, an unverified sending domain, poor list health, and sending internal mail to your own domain. Send from a domain you own, verify it with your email provider, and keep your list clean. See the Email Best Practices and Sending Guide for full steps.
What is the correct unsubscribe link to use in my templates?
Use the system variable {{email.unsubscribe_link}} exactly as written. It identifies the recipient, updates their subscription status, supports compliance, and tracks unsubscribes accurately.
My unsubscribe link uses {{email.unsubscribe_link}} but still isn't tracking. What now?
Confirm the email was sent from a system-supported email action, that the template was not copied from an older or external source, and that the contact is not already unsubscribed. If it still fails, contact support with the template name, a screenshot of the link setup, and a test email.
Can I link my own custom unsubscribe form instead?
No. A manual URL, custom button, or external form can prevent unsubscribes from processing and tracking correctly. Always use the {{email.unsubscribe_link}} variable.