Add unsubscribe links in Email

Every marketing email must include an unsubscribe option to comply with email regulations and provide recipients an easy way to opt out. Follow the steps below to add an unsubscribe link in your message — whether you’re using the Drag and Drop editor or HTML editor.

Add Unsubscribe Link in Drag and Drop Editor

Using a Text Element with Link variable

• Open your email template in the editor.

• Add a Text element where you want the unsubscribe link to appear — usually in the footer.

• In the text toolbar, click Add Variables.

• Click on Links

• Select Unsubscribe

• A pop-up will appear:

  • Click Wrap URL in Link as Yes

    • Label → Enter the link text that will appear in your email (e.g., Unsubscribe, Click here to unsubscribe).

    • List (optional) → Select a specific list if you want to support list-based unsubscribe (removes the contact only from that list but not global email unsubscribe)

• If no list is selected, it will perform a global unsubscribe (removes the user from all email marketing communications).

• Click Insert to add the link.

Note: Bird uses a standard unsubscribe page where users can check a box and submit to confirm. Customization of this page is not supported.

Using a Text Element with Hyperlink

• Open your email template in the editor.

• Add a Text element where you want the unsubscribe link to appear — usually in the footer. Type your unsubscribe label text and select hyperlink from text toolbar.

• Select the Add variables { } icon. You can also add Links > Unsubscribe variable in hyperlink

• Select Wrap URL as Text as No and insert the link variable

• The unsubscribe variable will get inserted as shown below. You can also directly type in the variable format {% unsubscribeLink %} in the hyperlink URL

Using a Button element

• Open your email template in the editor.

• Add a Button element where you want the unsubscribe link to appear — usually in the footer. Type your button label text.

• In the Link section, select the Add variables { } icon and select Links

• Then select Unsubscribe. Keep the Wrap Text in URL as No and click Insert

• Your unsubscribe link will be inserted as shown below as the button link. You can also directly type the format as {% unsubscribeLink %} in the link section.

HTML Editor

If you’re working in the HTML editor, you can use one of the following three syntax options depending on your design preference:

Example	Description
{% unsubscribe %}	Inserts a default unsubscribe link: <a href="...">Unsubscribe</a>
{% unsubscribe 'Click here to unsubscribe' %}	Adds a link with custom text: Click here to unsubscribe
<a href="{% unsubscribeLink %}">Manage your preferences</a>	Allows full HTML control (e.g., custom styles or placement).

Example (recommended for custom-styled emails):

<footer>
  <p>If you no longer wish to receive updates, <a href="{% unsubscribeLink %}">manage your preferences</a>.</p>
</footer>

Things to Keep in Mind

• Always include an unsubscribe link in your marketing emails.

• Test your email to ensure the link redirects properly to Bird’s unsubscribe confirmation page.

• The unsubscribe page layout and flow are standardized and cannot be customized.

• Only if you use Bird's standard unsubscribe link, Bird will automatically capture the Unsubscribe event, Unsubscribe metric for reporting and update the email subscription and suppression.