ConvertKit (now marketed as Kit) is the dominant email platform for creators, course sellers, coaches, and independent publishers. The unsubscribe mechanism uses the {{ unsubscribe_url }} Liquid-style token, which renders a URL to a ConvertKit-hosted opt-out page that removes the subscriber from the account. Unsubscribes are account-wide by default, which surprises senders coming from list-based platforms like Mailchimp; if you want topic-level opt-out, you rely on tag-based segmentation and manual tag removal rather than list-scoped unsubscribes. This guide covers the exact setup, the difference in behavior between Broadcasts, Sequences, and Automations, RFC 8058 one-click compliance, and the common issues.
ConvertKit unsubscribe link: quick reference
| Item | Value |
|---|---|
| Unsubscribe token | {{ unsubscribe_url }} |
| Default placement | Auto-embedded in every broadcast and sequence email footer |
| Scope | Account-wide by default, no per-tag unsubscribe |
| Config path | Settings > Email > Account footer |
| RFC 8058 one-click | Yes, for all Marketing sends when domain is authenticated |
| Landing page | ConvertKit-hosted, minimal customization on legacy plan, more control on Creator Pro |
How ConvertKit handles unsubscribes
ConvertKit is subscriber-centric: every subscriber has a single global consent state (Active or Unsubscribed) that applies to the entire account, not to individual forms, tags, or sequences. Clicking the unsubscribe link flips the state to Unsubscribed and immediately stops every send in flight for that subscriber. There is no equivalent to Mailchimp’s “unsubscribe from this audience” or MailerLite’s per-group opt-out; the subscriber is either receiving or not.
For topic-level control, ConvertKit uses tags. A subscriber can have multiple tags applied (“Newsletter”, “Course-Launch”, “Product-Updates”) and campaigns filter recipients by tag. The correct workaround for “unsubscribe from one topic only” is a preference link that removes a specific tag via a Rule; the subscriber stays Active but stops receiving campaigns tagged for that topic.
Adding the unsubscribe token in ConvertKit
Method 1: default account footer (recommended)
ConvertKit automatically injects an account footer into every broadcast, sequence email, and automation email. The footer includes the unsubscribe link, the physical address block required by CAN-SPAM, and any custom copy you set at the account level. You do not need to add anything at the template level; the footer is enforced on send.
- Go to Settings > Email > Account footer
- Edit the footer HTML if you want a branded design
- Confirm the
{{ unsubscribe_url }}token is present in the anchor tag; ConvertKit refuses to save a footer that has no unsubscribe link - Save
Method 2: custom placement inside a template
To add the unsubscribe link in a header, mid-email, or a specific styled block, insert the token in the broadcast or sequence editor:
{{ unsubscribe_url }}Wrap it in an anchor tag when placing directly in HTML mode:
<a href="{{ unsubscribe_url }}">Unsubscribe from all my emails</a>The account footer link stays in place; the custom placement is additive. Do not remove the footer link, ConvertKit rejects the send otherwise.
Method 3: per-tag preference link (advanced)
When you want “opt out of this topic but keep receiving the rest”, build a preference link that triggers a Rule to remove a specific tag. Steps:
- Create a form in Grow > Landing Pages & Forms > New form with a single “Confirm my preferences” button
- Set up an Automation triggered by “Subscriber submits form”: action “Remove tag: Product-Updates”
- In your broadcast, link to the form URL with a subscriber-scoped query parameter:
https://yourdomain.com/preferences?email={{ subscriber.email_address }} - Test end to end: submit the form, verify the tag is removed on the subscriber profile
This is the closest equivalent to a preference center in ConvertKit. It requires more setup than list-based platforms but gives you full control over the topic taxonomy.
RFC 8058 one-click compliance in ConvertKit
Since February 2024, Gmail and Yahoo require senders exceeding 5,000 daily emails to those providers to support one-click unsubscribe via the List-Unsubscribe-Post header defined in RFC 8058. ConvertKit emits the correct headers automatically for every Marketing send when the sending domain is authenticated with a Custom Domain configuration.
- Go to Settings > Email > Sending domain
- Add your domain and copy the two ConvertKit-provided DNS records (a CNAME for DKIM, a TXT for SPF alignment)
- Add the records at your DNS provider. Verification usually completes within a few minutes
- Publish a DMARC policy at the parent domain, at least
p=none - Verify a delivered test message header includes:
List-Unsubscribe: <mailto:...>, <https://app.convertkit.com/unsubscribes/...>
List-Unsubscribe-Post: List-Unsubscribe=One-ClickWithout domain authentication, ConvertKit still emits the headers but Gmail strips them in transit due to failed DMARC alignment, and the one-click button never appears in the promotional bar.
Testing your ConvertKit unsubscribe link
- Send a test broadcast. In the broadcast editor click Preview > Send preview to a controlled address
- Click the footer unsubscribe. Confirm you land on the ConvertKit-hosted opt-out page
- Check the subscriber. Find the address in Subscribers, confirm the state is now Unsubscribed within seconds
- Test the one-click POST:
curl -X POST -d "List-Unsubscribe=One-Click" "https://app.convertkit.com/unsubscribes/..."Expected response: HTTP 200. The subscriber state should flip within seconds, and any Sequence or Automation currently mid-flow immediately halts for that subscriber.
Common issues and how to fix them
The token renders as literal text
You placed the token in a Sequence email using the plain text editor without Liquid support enabled, or the token was pasted URL-encoded. Solution: use the HTML editor, wrap the token in an anchor tag with the token in the href attribute unencoded.
A Sequence keeps sending after an unsubscribe
Cannot happen with default settings; ConvertKit halts all Sequences immediately on unsubscribe. If you observe delivery after an opt-out, the most likely cause is that the subscriber unsubscribed in the seconds between message generation and delivery (the message is already in flight). Check the send log for the exact timestamps.
Gmail does not show the native one-click button
Domain authentication is incomplete. Re-check the CNAME and TXT records at your DNS provider; both must resolve. Confirm DMARC is published with at least p=none. Give DNS 24 hours to propagate globally before re-testing.
The unsubscribe URL shows a ConvertKit domain
By default ConvertKit uses app.convertkit.com for unsubscribe URLs. On Creator Pro plans, you can configure a custom domain for links (Settings > Advanced > Custom domain for links). Once verified, unsubscribe URLs and all click-tracked links use your subdomain, which improves brand consistency and reduces link-flagging.
Related unsubscribe guides
- Mailchimp unsubscribe link: uses
*|UNSUB|*, list-scoped model that many creators migrate away from to ConvertKit - MailerLite unsubscribe link: uses
{$unsubscribe}, direct competitor for creator segment - Flodesk unsubscribe link: uses
{{ subscriber.unsubscribeUrl }}, design-first alternative for creators - AWeber unsubscribe link: legacy creator alternative
- Klaviyo unsubscribe link: e-commerce alternative for creators selling physical products
- HubSpot unsubscribe link: CRM-plus-marketing alternative when creators scale into a full business
For the full 222-platform reference and the compliance landscape, see the pillar guide How to add an unsubscribe link: the complete 2026 guide. For the legal side, see CAN-SPAM Act, GDPR, and global unsubscribe laws.
ConvertKit unsubscribe FAQ
Can a subscriber resubscribe on their own after unsubscribing?
Yes. The subscriber can submit any of your ConvertKit forms with the same email address, and ConvertKit prompts them to confirm the resubscribe via double opt-in. The subscriber record is retained (their tag history, purchases, engagement) and only the state flips from Unsubscribed to Active.
Should I periodically remove unsubscribed subscribers?
No. ConvertKit does not bill for unsubscribed subscribers on any current plan; keeping them in the account preserves the historical engagement data and lets you attribute future purchases if they later resubscribe. Deleting unsubscribed subscribers should only be done for GDPR erasure requests.
Can I import an unsubscribe list from another platform?
Yes. Import the addresses via Subscribers > Import Subscribers, then select “Import as unsubscribed” in the import options. ConvertKit adds them in the Unsubscribed state and blocks any future send. This is the correct treatment for migrated opt-outs from a previous ESP.
Does ConvertKit track unsubscribe rate per broadcast?
Yes. Each broadcast report shows unsubscribes as a top-level metric. For Sequences, the report shows total unsubscribes across all sequence emails; per-email breakdown is available in the Sequence > Analytics tab. Persistently high unsubscribe rates on a specific Sequence are usually a sign of misaligned frequency or off-topic content, both fixable in the sequence editor.
About the Author
Alaa · LinkedIn
Email infrastructure specialist with 8+ years of hands-on experience in SMTP, deliverability, and email verification. I’ve configured and troubleshot mail systems across Postfix, Exchange, and cloud relays, managed IP reputation and warmup campaigns, and built verification pipelines processing millions of addresses. My work spans DNS authentication (SPF, DKIM, DMARC, BIMI), bounce handling, blocklist monitoring, and compliance frameworks including CAN-SPAM and GDPR. I write every article on SMTPedia to give email professionals, developers, and marketers the accurate, RFC-grounded reference they need.
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