> ## Documentation Index
> Fetch the complete documentation index at: https://docs.masivo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Unsubscribe links

> Understand why including dynamic unsubscribe links is essential for compliance and deliverability

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

## 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.

## Why unsubscribe links matter

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.

## How unsubscribe links help during domain warm-up

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.

## 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

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.

<Tip>
  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.
</Tip>

## How to configure the unsubscribe link

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

### 1. Add the unsubscribe link to the footer

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

<Frame caption="Footer editor in the email builder">
  <img src="https://mintcdn.com/trd/7W_vRQTxJHIpxqe2/images/footer-editor-unsubscribe.webp?fit=max&auto=format&n=7W_vRQTxJHIpxqe2&q=85&s=c63c665c77ccc03dd3950020ba7c74eb" width="3006" height="1712" data-path="images/footer-editor-unsubscribe.webp" />
</Frame>

### 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.

<Frame caption="Inserting the unsubscribe dynamic variable">
  <img src="https://mintcdn.com/trd/7W_vRQTxJHIpxqe2/images/unsubscribe-dynamic-variable.webp?fit=max&auto=format&n=7W_vRQTxJHIpxqe2&q=85&s=ea387c8f4b0118cedac44ea347d382f7" width="3012" height="1710" data-path="images/unsubscribe-dynamic-variable.webp" />
</Frame>

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