Email

Add an unsubscribe link to one-to-one sales emails and sequences emails

Last updated: July 20, 2018

free

You have the option to add an unsubscribe link to your one-to-one emails sent from the contact record and your sequences emails (Sales Hub Starter and Professional only). This link allows your recipients to opt out of receiving email from you.

This article covers the following: 

Benefits of adding an unsubscribe link to your emails 

Adding an unsubscribe link to your sales emails allows you to not only move toward compliance with spam laws, but also a more efficient inbound sales process by reaching your most promising leads and delivering relevant content to those who wish to engage.

With an unsubscribe link in your sales emails, you can:

  • Work towards compliance with certain countries’ spam laws, like CAN-SPAM in the United States, CASL in Canada, and GDPR in Europe. Countries across the globe have developed laws requiring that all commercial emails, whether one-to-one or one-to-many, include an unsubscribe link that lets your recipient choose to not receive emails from you. This means unsubscribe links are both a step towards legal compliance and an effective way to ensure that you're only reaching out to engaged leads that move you closer to closing deals.
  • Get higher email deliverability. By allowing your recipients to opt out of your emails instead of marking them as SPAM, your domain’s reputation will improve, ensuring that your emails get delivered as your business grows and you send more email.
  • Keep track of unsubscribes. You never want to email someone who already asked to be taken off your mailing list. When a recipient unsubscribes through HubSpot, their contact record is automatically updated to reflect that they’ve opted out. This gives your whole organization visibility into who they can and can’t email. 

How to add an unsubscribe link to your one-to-one sales emails 

If the global GDPR functionality setting is enabled in your account, the unsubscribe links will be turned on by default in each user's Profile & Preferences. An individual user can turn off the unsubscribe setting on their own, even with GDPR enabled in the account.

If the global GDPR functionality setting is disabled in your account, the unsubscribe links will be turned off by default in each user's Profile & Preferences. Individual users can turn the unsubscribe link setting on, even with GDPR disabled in the account:

  • In your HubSpot account, click your account name in the top right corner, then click Profile & Preferences.
  • On the left, Basic should be selected by default. Scroll to CRM Communication.
  • Click the Include a link to unsubscribe from all emails toggle on.
  • Another section will appear, where you can choose text for your unsubscribe link. Click the radio button beside your choice. Your settings will be saved automatically.  

updated-sequences-unsub-link

When the unsubscribe link setting is turned on, the unsubscribe link is added to all sales emails, including one-to-one emails sent from the contact record in the CRM. If you are emailing contacts directly from their contact record, the contact's lawful basis to communicate must be validated. If the contact's lawful basis has not been validated when you attempt to email them, you can do so directly from the email tab:

  • In your HubSpot account, navigate to Contacts > Contacts.
  • Click the name of the contact. 
  • On the contact record, click the email tab. Then choose to add a subscription type or give one-time legal basis to communicate with the contact: email-contact-with-unsubscribe
    • Add subscription: set a subscription type. This not only gives you a lawful basis to communicate, but also allows you to add the One to one subscription for the contact so you can send them one-to-one emails from the CRM. 
    • Give one-time legal basis: assign a lawful basis and explain why you are allowed to communicate with the contact so you can send them one email. This option is helpful when you only need to communicate with this contact once, like when you are emailing them a contract or an invoice. 
  • Once lawful basis is set, you can email the contact with an unsubscribe link included in the email. If the contact clicks the unsubscribe link, they will be asked to unsubscribe from personal emails, which are allowed by the One to one subscription type, or from all communication from your company. contact-subscription-options
  • If the contact opts out of all email communication, you can still send them one-to-one emails if you give them a one-time legal basis for emailing them. This should only be used for transactional, non-commercial emails. opted-out-of-all-email-

In accounts where the GDPR functionality is not enabled, a user can send an email to a contact with the unsubscribe link without needing to fill in the subscription type or give a lawful basis to communicate.There is also no subscription type card on contact records in accounts where GDPR is disabled. 

Please notesince GDPR took effect on May 25th, 2018, if a contact has globally opted out of email, a user needs to give the contact a one-time lawful basis to communicate before sending them a one-to-one email from the CRM, even if the GDPR functionality is not enabled in the account they are sending from.

An unsubscribe link will not be added to emails sent from Gmail or Outlook, even if you have the HubSpot sales extension installed. 

How to add an unsubscribe link to your sequence emails (Sales Hub Starter and Professional only)

If the global GDPR functionality setting is enabled in your account, the unsubscribe links will be turned on by default in each user's Profile & Preferences. An individual user can turn off the unsubscribe setting on their own, even with GDPR enabled in the account.

If the global GDPR functionality setting is disabled in your account, the unsubscribe links will be turned off by default in each user's Profile & Preferences. Individual users can turn the unsubscribe link setting on, even with GDPR disabled in the account:

  • In your HubSpot account, click your account name in the top right corner, then click Profile & Preferences.
  • On the left, Basic should be selected by default. Scroll to CRM Communication.
  • Click the Include a link to unsubscribe from all emails toggle on.
  • Another section will appear, where you can choose text for your unsubscribe link. Click the radio button beside your choice. Your settings will be saved automatically.  

updated-sequences-unsub-link

With the unsubscribe links setting enabled, unsubscribe links will be appended to the bottom of each sequence email for every sequence enrollment. When personalizing your sequence emails before enrolling the contact, you can click the unsubscribe link to edit it. You'll have the following options:

  1. Set a language: choose a language from the dropdown menu. The unsubscribe link text options are supported in many languages and may be changed to reflect the language preference of your recipient. For example, if your HubSpot account language is set to English but you're enrolling a Spanish-speaking contact in your sequence, you can change the link text option to Spanish for a given sequence, without impacting the default setting of the your account. Click Apply once you've selected a language.
  2. Choose a different unsubscribe link text: select the radio button beside the text you wish to use for your unsubscribe link. While you can change the link text for a specific sequence enrollment, new enrollments will always inherit the account-setting specified in your sequence settings. Click Apply once you've chosen the text. 
  3. Remove link: click Remove link if you choose to not include an unsubscribe link in the sequence emails to your recipient. This is typically done if you consider the nature of the sequence emails as transactional, or non-commercial. 

Was this article helpful?

If you still need help you can get answers from the , or to contact support.