Customize your unsubscribe page text, translate it, or move the link position. Email unsubscribe links are automatically added to all campaigns.
Every store owner must provide customers with a one-click option to unsubscribe from marketing emails. In Omnisend, the unsubscribe link is automatically added to the footer of all promotional emails.
You can also add a link to the Subscriber Preference Center, where customers can choose email frequency, product categories, or update contact details – without fully unsubscribing.
Before You Begin
The unsubscribe link is automatically added to promotional emails. Hiding this link will suspend your account.
The unsubscribe link appears in the email footer by default, but can be moved to any location within the message.
Unsubscribing from email does not affect SMS subscriptions. Each channel manages opt-outs separately. The customer must opt out via SMS message to unsubscribe from the SMS channel. Learn how to manage SMS unsubscribes.
Unsubscribe links can be removed from transactional emails, such as order, shipping, and cancellation confirmations. Set Workflow Channel Settings to "Any Subscription Status" for these messages.
There are several ways customers may unsubscribe from your emails. Learn more about unsubscribe methods.
Note: Unsubscribing from email does not unsubscribe customers from SMS, and vice versa. Customers must opt out of each channel individually.
Unsubscribe Page vs Preference Center
The unsubscribe page is a simple one-click opt-out. If you want to offer customers more control – like unsubscribing from newsletters only, updating contact details, or selecting product interests – use the Subscriber Preference Center instead. It can reduce complete unsubscribes by giving customers options.
Customize Unsubscribe Page Text
Unsubscribe instructions with the unsubscribe link are automatically added to the footer in promotional emails. You cannot change the position of text within the footer, but you can customize the wording.
You can also retrieve the unsubscribe link and place it anywhere within the email message body. Jump to Changing Unsubscribe Link Position.
What Customers See
After clicking the unsubscribe link, customers see a page with a short explanation, their email address, and a Confirm button. To complete the unsubscribe, they must click Confirm.
Once confirmed, they see a success message:
Edit or Translate Unsubscribe Page Text
The unsubscribe page design is fixed and cannot be customized with branding, layout changes, or additional options. You cannot customize the page layout, logo, colors, fonts, or add custom fields, buttons, or branding elements. Only the wording can be changed.
However, you can edit the text or translate it into different languages.
To customize the text:
Go to Store Settings → Language & translations.
Scroll to the bottom of the page.
Find Unsubscribe page text for both Email and SMS channels.
Edit the wording or translate it.
Click Save.
Important: The unsubscribe page text field is plain text only – you cannot add bold, italics, line breaks, or HTML formatting.
Need more control? If you want to offer customers options – like choosing email frequency, product categories, or updating contact details – use the Subscriber Preference Center instead. It provides customizable fields and can reduce complete unsubscribes. Learn more about Subscriber Preference Center.
Understanding Footer Links
Promotional email footers automatically include two links:
Edit Preferences (or "Update Preferences") → takes customers to the Subscriber Preference Center, where they can choose which emails to receive, update contact details, or select interests.
Unsubscribe → takes customers to the unsubscribe page for a one-click opt-out.
Both links work automatically without additional setup. You can customize the visible text for each link in Store Settings → Language & Translations.
Changing Unsubscribe Link Position
CAN-SPAM requires unsubscribe instructions to be clear, visible, and easy to understand.
Your message must include a clear and conspicuous explanation of how the
recipient can opt out of getting email from you in the future. Craft the
notice in a way that’s easy for an ordinary person to recognize, read, and
understand. Creative use of type size, color, and location can improve
clarity.
The most common placement is the email footer. However, you can move the link to a different location – as long as the opt-out process remains transparent and intuitive.
You can add the unsubscribe link to text or a button by selecting it from the Personalization menu.
⚠️ Important: If you move the unsubscribe link, ensure it remains visible and functional. Broken or hidden links violate CAN-SPAM regulations and may suspend your account.
💬 Learn more about Personalization options in the corresponding article.
FAQ
How can I preview what the unsubscribe page looks like?
You cannot preview the unsubscribe page directly in the builder. When you send a test email and click the unsubscribe link, you'll see a preview-only message: "Testing your campaign? This is a preference management page preview visible only for you." This is expected behavior. To view the real experience, send a live campaign to a segment containing only your email address.
Note: The unsubscribe link only works in sent emails, not while editing in the builder.
Can I customize the design, logo, or colors on the unsubscribe page?
No. The unsubscribe page has a fixed design – you cannot change the layout, add your logo, customize colors or fonts, or add custom fields. Only the text wording can be customized via Store Settings → Language & translations. If you want more customization and options, use the Subscriber Preference Center instead.
Where do I find the settings to edit the unsubscribe page text?
Go to Store Settings → select Language & translations.
Scroll to the bottom.
Find Unsubscribe page text for both Email and SMS channels.
What's the difference between "Unsubscribe" and "Edit Preferences" in the footer?
Both links are automatically added to the footer of promotional emails:
Unsubscribe → takes the customer to the unsubscribe page for a one-click opt-out.
Edit Preferences (or "Update Preferences") → takes them to the Subscriber Preference Center, where they can choose which emails to receive, update contact details, or select interests.
Both links work automatically without additional setup.
Can I add formatting (bold, line breaks, HTML) to the unsubscribe page text?
No. The unsubscribe page text is plain text only. You can change the wording and translate it, but you cannot add bold, italics, line breaks, or HTML styling.
Have any additional questions? Reach out to our support team via in-app chat or at [email protected].