Sending emails without a clear unsubscribe option may lead to account suspension under our Acceptable Use Policy.

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Overview

Every marketing or transactional email you send must include a way for recipients to opt out. This isn’t just about legal compliance—it’s a key part of your deliverability strategy and maintaining a healthy audience.

This guide explains why dynamic unsubscribe links are essential, and how they relate to practices like audience hygiene and domain warm-up.

Failing to include an unsubscribe link can result in:

  • Emails marked as spam or phishing
  • Poor deliverability rates
  • Blacklisted domains or IP addresses
  • Account suspension under Resend’s usage policy

Including a proper unsubscribe option builds trust with your recipients and protects your sender reputation.

When warming up your domain or IP, your goal is to establish a strong sender reputation by gradually increasing your volume and avoiding spam complaints.

While unsubscribe links are not explicitly mentioned in warm-up schedules, they play a key role in:

  • Keeping your spam rate below the recommended 0.08%
  • Giving users a clear and respectful way to opt out
  • Preventing harmful engagement patterns that damage reputation

This aligns with Resend’s recommendation to follow sustainable practices and avoid artificial engagement tactics.

For more details, see the official Warming Up Guide.

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What is a dynamic unsubscribe link?

Masivo supports template variables like {{unsubscribe_link}}, which are replaced at send time with a personalized unsubscribe URL for each recipient.

This ensures:

  • Users can be safely and uniquely identified
  • Unsubscribe requests are properly handled and tracked
  • You stay compliant with anti-spam regulations like CAN-SPAM and GDPR

Never use a static or shared unsubscribe URL. Always insert {{unsubscribe_link}} inside your email body to personalize the opt-out link for each recipient.

To properly insert the unsubscribe link in your emails, follow these steps using the Masivo Email Builder.

Use the footer editor to insert a new line with an unsubscribe link in both desktop and mobile versions.

Footer editor in the email builder

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2. Use the dynamic variable in the snippet

Edit the Unsubscribe component to include the dynamic variable. Make sure the snippet uses the dynamic placeholder:

{{global.unsubscribe}}

This ensures that each recipient gets a personalized unsubscribe URL.

Inserting the unsubscribe dynamic variable

The variable {{global.unsubscribe}} must be present in your template for Masivo to track and honor unsubscribe requests correctly.