How to Add an Opt-Out Link to an Email

Marketing messages must include an opt-out link to unsubscribe. Act-On includes an opt-out link in the default Email Footer, but you may also add one to a custom footer or within the body of your message.

Quick Reference - Opt-Out Links (Click to expand)

Standard opt-out: {{Env.OptOut}}
Bypass subscription preferences: {{Env.OptOutDirect}}
Subscription preferences only: {{Env.SubscriptionManagementPrefs}}
Add via: Rich Text Opt-Out button or personalization variable.
Required: At least one valid opt-out link in every marketing email.
Email only: Opt-out links cannot be used on Landing Pages.

Try it like this: Add {{Env.OptOut}} to the body of a newsletter as a secondary reminder - helpful if your footer is long or heavily branded.

Opt-Out Link Options

Act-On provides three types of opt-out links. These links are dynamically generated per message and per contact.

Subscription Management Status	ON	OFF
Opt-Out Link* `{{Env.OptOut}}`	Subscription Management page with an Opt-Out option.	One-click unsubscribe**
Opt-Out Link (Bypass Preferences) `{{Env.OptOutDirect}}`	One-click unsubscribe**	One-click unsubscribe**
Subscription Preferences Only `{{Env.SubscriptionManagementPrefs}}`	Subscription Management page without an opt-out option.	(Not applicable)

* See Simple Opt-Out for how to insert the default opt-out link.
** For information on two-click unsubscribe, see FAQs.

Instructions

Follow the method below depending on which opt-out link you want to use.

Method 1 - Simple Opt-Out

This inserts the standard {{Env.OptOut}} link.

Without Subscription Management: becomes a one-click unsubscribe.
With Subscription Management: leads to a page showing preferences and an opt-out option.

You can add this link using the Rich Text Editor button or via personalization.

Option 1 - Rich Text Editor Opt-Out Button

Navigate to where you want to add the opt-out link:
- Content → Email Footers → Add Footer or Edit
- (Legacy emails) Outbound → New Message → Design → Footer
In the Rich Text Editor, click the Opt-Out icon.
Edit the link text if needed. Do not modify the URL.
Click Generate Text Footer from HTML if editing a footer.
Click Save.

Option 2 - Personalization Variable

You may insert the opt-out link manually by using:
{{Env.OptOut}}

Use this value in the URL field when creating a hyperlink or button.

Method 2 - Subscription Management Opt-Outs

Use this method to insert:

{{Env.OptOutDirect}} - bypasses preferences
{{Env.SubscriptionManagementPrefs}} - preferences only

This requires three steps: get the link value, create the clickable link, and update the plain-text version.

Get the Opt-Out Link Value

Navigate to:
- Content → Email Footers → Add/Edit
- (Legacy) Outbound → New Message → Design → Footer
Click Insert Personalization Field.
From Sender Field → Other Fields, select an opt-out option.
Click Insert.

This inserts a plain-text personalization value. Continue to Step 2 to turn it into a hyperlink.

Create the Link or Button

Use the inserted personalization value as the URL for your hyperlink or button.

Example:

<a href="{{Env.OptOutDirect}}">Unsubscribe</a>

Update the Plain Text Version

In the Email Composer, the plain-text version updates automatically unless manual edits exist.

If modified, click Regenerate from HTML.

(Legacy) You must manually update both Rich Text and Plain Text versions of footers.

FAQs & Troubleshooting

Can I customize the Opt-Out page?

Yes. Go to Content → Email Footers → Custom Opt-Out Confirmation Page, then click Define.

Can I use a two-click opt-out?

Yes. This feature converts all one-click links into two-click opt-outs. Contacts must confirm their unsubscribe on a landing page. Contact Support to enable this feature.

Can I use an Opt-Out link in Dynamic Content?

No. Opt-out links cannot be inserted through dynamic content.

Can I use Opt-Out links on a Landing Page?

No. Opt-out links are only available in email messages because they must be generated per contact and per send.