Implementing 1-Click Unsubscribe ensures compliance with email regulations and protects your sender reputation by giving subscribers an immediate, hassle-free way to opt out. This streamlined approach reduces spam complaints and improves deliverability by signaling to ISPs that you respect subscriber preferences and handle opt-out requests promptly.
When a contact clicks the unsubscribe link, a dedicated page is displayed to complete the process. You can enable this functionality through the Preference Management feature.
The 1-Click Unsubscribe link in the Marketing Cloud default footer lets contacts opt out of your emails at any time, but it's not a blanket list unsubscribe. Contacts subscribed to other lists or targeted through segments will still receive your emails.
Additionally, such contacts will receive emails that are sent via Journeys. Regardless of how you deliver your campaigns, the 1-Click Unsubscribe link ensures the recipient never receives them again. To learn more about contacts being linked to branded/unbranded lists, refer to our Brand Management article.
How it works
The 1-Click Unsubscribe feature works differently for both branded and non-branded campaigns.
When a contact clicks on a link in a non-branded campaign (also known as a "general campaign"), they will be removed from all non-branded lists and added to the general Do Not Mail List. The contact will continue to be subscribed to the branded lists.
If you send a branded campaign, the contact will be removed from all lists that share the same brand as your campaign as soon as they click the unsubscribe link. Additionally, they will be added to the Do Not Mail List for that specific brand. The contact, however, will continue to be subscribed to all non-branded lists and all lists with a distinct brand.
The following table shows how the 1-Click Unsubscribe link behaves when used in branded versus non-branded campaigns:
Campaign Type | Unsubscribed from non-branded list | Unsubscribed from branded list | Added to the general "Do Not Mail" list | Added to "Brand Do Not Mail" List |
|---|
Non-Branded | Yes | No | Yes | No |
Branded | No | Yes (only the specific brand) | No | Yes (only the specific brand) |
Creating a 1-Click Unsubscribe page
To create this page, follow the steps as shown below:
- From the navigation panel, head over to Marketing > Content and choose Preference Management.
- To create a 1-Click Unsubscribe page, click on the New Page tab.
- The following details have to be entered and selected from the modal window:
Name: Enter a name for your preference page.
Page Type: Select the page type as “1-Click Unsubscribe.”
Redirect: Choose a confirmation page or a thank-you page for your contacts to be redirected to after they have clicked the 1-Click Unsubscribe link. By default, Marketing Cloud's Thank You page is selected. To learn about creating the Thank You page, read our Preference Management: Thank You Page article.
Select Editor: Choose an editing mode to design your subscription page. Marketing Cloud provides three format modes for designing your pages: Drag & Drop, HTML, and WYSIWYG.
Once you have entered the details, click on Create to proceed ahead.
- In the case of the Drag & Drop editor, design your subscription page by using the customizable tools available on the right-hand side of the editing workspace.
- If you have chosen either the WYSIWYG or HTML option, use the editor tools, or you can add your own source code to make your subscription page more interactive or appealing to your audience. Make sure you add the {{one_click_unsub.form}} tag to your page to create an unsubscribe button for your contacts to click on. Once you have finished designing your page, save it.
Using a 1-Click Unsubscribe Page
You can use the 1-Click Unsubscribe page while creating a custom footer (see Footer Management) for your campaigns.
Note: A user can resubscribe to a list through the Manage Subscription page if you add the email back to new lists or if you use the toggle status on the Contact List Overview page.