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Marketing email must provide a clear opt-out. Transactional account email is excluded from marketing unsubscribe behavior.

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Overview

Every marketing email must include a way for recipients to opt out. This is a key part of deliverability 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
  • Provider enforcement or account suspension
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 user-reported spam low
  • Giving users a clear and respectful way to opt out
  • Preventing harmful engagement patterns that damage reputation
This aligns with Google’s recommendation to keep spam rates below 0.1% and avoid reaching 0.3% or higher. 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
Masivo also adds personalized RFC 8058 headers to marketing email:
  • List-Unsubscribe contains a signed recipient URL.
  • List-Unsubscribe-Post: List-Unsubscribe=One-Click allows Gmail and other supporting inboxes to unsubscribe with a POST request.
The POST is idempotent, so repeated provider requests remain successful without resubscribing or duplicating state.
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.