How Unsubscription works

Your recipients should be able to opt out of campaigns you send to them. Besides being required legally, it is also the right thing to do.

How it works

When creating a Broadcast or Automation, there is an option to let recipients unsubscribe from the email. The option automatically adds an unsubscribe link to the email. This is provided because you may need to also turn it off if you need to send important updates and announcements. (We also allow you to send these important updates to unsubscribed recipients).

Unsubscribe is enabled by default when you want to send an email campaign. There is also a Global Suppression option you can enable that lets the recipient unsubscribe from every subsequent email sent from the account.

Unsubscribe is not enabled by default for Automations. You can turn this on (or off) at every email stage in the Automation.

How we handle unsubscription

When the recipient clicks on the unsubscribe link, they are unsubscribed through this logic:

• If it is a Broadcast and global suppression is turned on, the recipient is suppressed across all Lists and Segments in the account.

• If global suppression is not turned on, the following logic is applied:

  • If it is a Broadcast and the campaign is sent to a List, the recipient is unsubscribed from the List. They will no longer get any emails sent to that List.

  • If it is a Broadcast and the campaign is sent to a Segment, the recipient is unsubscribed from the Segment. We refer to Segment unsubscription as Suppression (different terms but it means the same thing). They will no longer get any emails sent to that Segment.

  • If it is a Broadcast and the campaign is sent to multiple Lists and/or Segments, the recipient is unsubscribed from all the Lists and Segments.

• If it is an Automation, all messages in the Automation, even the ones through other channels (e.g. SMS and push notifications), are suppressed. Messages for other Automations will still be delivered.

Unsubscription in Automation vs Broadcast

When a recipient unsubscribes from an Automation, all messages in the automation to that recipient will not be sent. This does not affect any Lists or Segments the recipient belongs to. This consequently does not affect any other Automations they may trigger later or already in.

For Broadcasts, this is different. When a recipient unsubscribes from a Broadcast campaign, they are unsubscribing from the List or Segment the campaign was sent to. They will no longer get any campaign to the List or Segment.