Unsubscribe Link

Why it matters

Including an unsubscribe link in your service emails is good practice because it gives subscribers control. Most of the time, when people click “unsubscribe,” they only want to stop marketing or promotional content—not critical service updates. By using the service message option, you can continue sending account alerts, invoices, or password resets, while allowing recipients to opt out of campaigns they don’t want.

What happens without it

If subscribers can’t find an unsubscribe link, they often click “Report Abuse” or “Mark as Spam.” These complaints go directly to Gmail, Outlook, and other providers, and every complaint damages your domain’s sending reputation. Even a small complaint rate can lead to deliverability issues, with future messages sent to spam or blocked altogether.

Best practice

Always include a visible unsubscribe link in every email—even service emails. Route those opt-outs to your marketing list only, and continue to send service or transactional messages through the service message option. This approach keeps your reputation strong, respects subscriber preferences, and ensures important service messages still reach the inbox.

Updated on: 30/10/2025