How to send contacts an email with an opt-out link so they can manage their preferences

Last updated: August 23, 2018

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic

In HubSpot, every email you send automatically includes a link to manage your email preferences. You can also easily send your contacts an email including an opt-out link in the body of your email. The marketing best practice would be to send one email soon after your leads converted letting them know that they can manage their email preferences. This email would include an opt-out link. Upon clicking the opt-out link, your email recipients have the opportunity to manage their email preferences. If they would like to opt-out altogether they can, or they can choose which subscription types they'd like to be a part of.

Here are some ideas for the subject line:

  • Manage your (company name) email preferences
  • If you don't want to get emails from us, click here
  • Getting too much email from us?

Here's how to set up the email with the opt-out link:

1. Create a new email giving recipients an opportunity to opt out

Although it's entirely possible to include this opt-out link in any email, the best marketing practice would be to send your recipients a specific email letting them know that they have the opportunity to manage their email preferences. Here's an example email:

2. Create the opt-out link

  • Highlight the text you'd like to link to your the opt-out page, then click the link icon link.
  • In the Link URL text box, type {{unsubscribe_link}} and click Add link.

3. Send your email

You can then send your email to all of your contacts, or send this email as part of a workflow, after your lead fills out your form or enters a smart list. Once your recipients click on your unsubscribe link, they'll be able to update their email communication preferences.