Email marketing remains one of the most powerful tools in the digital marketer’s toolbox. Whether you’re sending newsletters, promotional offers, or transactional updates, reaching your audience through their inbox can be incredibly effective. But if you’re using WordPress to send emails from your website, it’s important to ensure you’re not only following best practices for user experience—you’re also legally compliant. That brings us to the essential topic of including a proper “unsubscribe” link in all of your emails.
Failing to include an unsubscribe option in your emails is not just frustrating for your users—it can also result in steep legal consequences. Laws like the CAN-SPAM Act in the United States and the GDPR in Europe strictly require all marketing emails to include a clear and simple way for recipients to opt out of future communications.
Why an “Unsubscribe” Link Is Essential
The primary reasons for including an unsubscribe link come down to legal compliance and maintaining the trust of your subscribers. Here are a few core reasons this simple link carries so much weight:
- Legal Compliance: Both CAN-SPAM and GDPR mandate that every marketing email must include a way to opt out easily.
- Reputation Management: If recipients can’t easily unsubscribe, they may mark your emails as spam—hurting your sender reputation and deliverability.
- User Respect: Letting users control how they interact with your brand shows that you value their autonomy and privacy.
Understanding Legal Requirements
The two major legal frameworks that most email senders must consider are:
CAN-SPAM Act (United States)
The CAN-SPAM Act requires that you:
- Include a visible, clear way for users to opt out of future emails.
- Honor opt-out requests within 10 business days.
- Include a valid physical postal address in every email.
General Data Protection Regulation (GDPR – EU)
GDPR is even more stringent:
- Users must explicitly opt-in to receive emails, and be able to easily withdraw consent.
- A simple unsubscribe mechanism must be provided in every message.
- Businesses must honor unsubscribe requests immediately.
How WordPress Emails Work
WordPress itself sends a range of automated emails, such as account confirmations, password resets, and comment notifications. In addition, if you’re running plugins like WooCommerce or email marketing tools such as MailPoet, WPForms, or Newsletter, you’re likely sending even more customized emails.
Not all WordPress plugins include unsubscribe links by default, so it’s vital to check your configuration to ensure compliance.
How to Add an Unsubscribe Link in WordPress Emails
There are several ways to include an unsubscribe link depending on how you send emails through WordPress:
1. Using a Mailing List Plugin (Recommended Approach)
Plugins like MailPoet, Newsletter, and Sendinblue are designed with compliance in mind. They allow you to insert dynamic unsubscribe links with a simple tag.
For example, in MailPoet, you can use:
[unsubscribe_url]This will generate a personalized unsubscribe link for each recipient. These plugins also handle subscriptions and list management, providing you with a dashboard to see who unsubscribed and when.
2. Use an Email Marketing Service Integration
If you’re using tools like Mailchimp, ConvertKit, or ActiveCampaign via WordPress, they typically manage compliance features for you—including the unsubscribe link. You must still ensure that your emails include tags like:
*|UNSUB|* (Mailchimp)Just make sure it’s placed in the message footer so users always see it, no matter the content of the message.
3. Add Manual Unsubscribe Links (For Custom Emails)
If you’re sending custom emails using wp_mail() or a plugin like WP Mail SMTP, it’s up to you to include an unsubscribe link manually. This can be done by adding a link that directs users to a dedicated “Manage Subscriptions” or “Unsubscribe” page on your site.
<a href="https://yoursite.com/unsubscribe?user_id=12345">Unsubscribe</a>To make this approach work:
- Ensure each email is personalized with a unique identifier (e.g., user ID or email hash).
- Create a landing page where users can confirm their decision to unsubscribe.
- Process and honor the request immediately in your database.
Creating a GDPR-Compliant Unsubscribe Page
A good unsubscribe page should be clean, simple, and reassuring. Here’s what to include:
- Confirmation Message: Let the user know they’ve been unsubscribed.
- An Optional Survey: Ask why they’re leaving (but don’t make it required).
- Re-subscribe Option: Consider providing a way to re-subscribe if the opt-out was accidental.
Best Practices to Follow
Follow these best practices to improve both compliance and the user experience:
- Use Clear Language: Labels like “Unsubscribe” or “Manage Preferences” work better than vague alternatives like “Click Here.”
- Don’t Obfuscate the Link: Make sure it’s not hidden in a huge block of text or styled to be hard to find.
- Verify Functionality: Regularly test the link to ensure users are directed to the right page and that their removal is logged.
- Honor Immediately: Don’t delay processing unsubscribe requests—especially vital under GDPR.
Error to Avoid: Forgetting Transactional vs Marketing Email Distinction
It’s essential to note that unsubscribe links are only required in marketing emails, not transactional emails. That means password resets, receipts, or essential account updates don’t need an unsubscribe link. However, if your email includes promotional content—like upsells in a receipt—you must include the option to unsubscribe.
Tools & Plugins That Help
Here are some tools and plugins that make adding an unsubscribe link to WordPress emails easier:
- MailPoet: Powerful integration with WordPress and GDPR-ready settings.
- FluentCRM: A native WordPress CRM with email marketing and one-click unsubscribe URLs.
- Sendinblue Plugin: Combines excellent deliverability with built-in compliance features.
- WP Email Capture: Captures emails and allows users to manage consent settings.
Wrapping Up
By adding a proper “unsubscribe” link to your WordPress emails, you’re not just ensuring legal compliance—you’re showing respect for your audience. You’re reducing spam complaints, improving email deliverability, and building long-term trust with your subscribers. Whether you use an integrated plugin or build a manual system, there’s no excuse for skipping this crucial step.
As regulations become more user-centric, these unsubscribe links aren’t just a checkbox—they’re a reflection of how much you value your subscribers’ privacy and preferences. Take the time to set it up correctly and revisit it regularly to ensure you’re always in step with both user expectations and legal standards.
Email the right way—it begins when you give users the choice to say goodbye.