An unsubscribe link is a link within an email that allows your contacts to cancel their subscription when they don't want to receive your emails anymore.
Email campaigns and transactional emails are not subject to the same regulations regarding unsubscribe links:
When sending bulk or promotional emails, such as email campaigns, it is mandatory to give the recipients a clear and easy way to unsubscribe from the mailing list. This is a legal requirement in most countries and applies to all types of contact lists (B2B and B2C). It is also an easy way to protect your deliverability and avoid being marked as spam by contacts who are trying to unsubscribe from your emails.
If you try to send an email campaign without an unsubscribe link, Brevo will automatically add a footer with an unsubscribe link at the bottom of your email.
It is not mandatory to include an unsubscribe link in transactional emails as these emails are considered to be essential for both the business and the recipient, and it may not be viable for some businesses to remove certain notifications (e.g., financial or legal notifications).
However, it is important to remember that transactional emails can sometimes also be promotional in nature, especially when they're sent through an automation workflow (e.g. abandoned cart emails). If your transactional emails fall under the marketing category, the unsubscribe link is mandatory.
⏩ What's next?
- Insert an unsubscribe link in your campaigns
- Customize an unsubscribe page to integrate into your campaigns
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