Mapp is an enterprise German-Nordic marketing cloud serving mid-market and enterprise B2C brands with email marketing, marketing automation, customer intelligence, and personalization. The unsubscribe mechanism uses the [%unsubscribe%] merge tag placed in email campaigns, and Mapp emits RFC 8058 headers automatically for authenticated sending domains. Consent is tracked at the customer profile level with EU GDPR enforcement. This guide covers the tag, the enterprise cloud model, and how to verify the setup end to end.
Mapp (formerly BlueHornet) unsubscribe link
| Tag syntax | [%unsubscribe%] |
| Placement | Auto-embedded in every campaign footer |
| Scope | Customer profile-level opt-out with EU GDPR enforcement |
| Config path | Admin > Sender profiles > Footer template |
| RFC 8058 one-click | Yes, automatic for authenticated sending domains |
How to add the unsubscribe tag in Mapp (formerly BlueHornet)
Place the merge tag exactly as shown below in the email template. Mapp (formerly BlueHornet) replaces it at send time with a signed URL scoped to the recipient and campaign.
[%unsubscribe%]For custom HTML templates, wrap the tag in an anchor to render a proper hyperlink in the delivered email:
<a href="[%unsubscribe%]">Unsubscribe from this list</a>Auto-embedded in every campaign footer
Yes, automatic for authenticated sending domains The recipient's mailbox provider (Gmail, Yahoo) uses the List-Unsubscribe-Post header to expose the native one-click button on the message. Requires domain authentication with DKIM and DMARC.
Mapp enterprise deployment (formerly Mapp Digital, ex-Teradata Marketing) serves German, Nordic, and European mid-market with DSGVO/GDPR-first defaults. Customer intelligence combines behavioral data, purchase history, and CRM data for predictive segmentation. Configure per-brand or per-market scoping since enterprise deployments often run multiple brands under one account.
Testing your Mapp (formerly BlueHornet) unsubscribe link
- Send a test message to a controlled Gmail address you own via the Mapp (formerly BlueHornet) campaign preview action
- Click the footer unsubscribe link and confirm the opt-out on the landing page
- Check the subscriber or contact record: the status should be Unsubscribed within seconds
- Verify the RFC 8058 headers in Gmail: open the message, click three dots, then Show original. Look for
List-UnsubscribeandList-Unsubscribe-Post: List-Unsubscribe=One-Click
Want the full 222-platform reference?
See the pillar guide with the compliance landscape, the RFC 8058 deep dive, and the unsubscribe tag for every ESP: How to add an unsubscribe link: the complete 2026 guide →
How to add the Mapp unsubscribe link (step by step)
- Open your campaign in the Mapp editor.
- Add or edit a text block in the footer.
- Insert the merge tag
[%unsubscribe%]. - Wrap it in an anchor:
<a href="[%unsubscribe%]">Unsubscribe</a>. - Configure the sender identity under Admin > Sender profiles > Footer template.
- Send a test to a seed address and verify the rendered link routes to the Mapp-hosted preference page.
Enterprise German-Nordic focus
Mapp enterprise deployment (formerly Mapp Digital, ex-Teradata Marketing) serves German, Nordic, and European mid-market with DSGVO/GDPR-first defaults. Customer intelligence combines behavioral data, purchase history, and CRM data for predictive segmentation. Configure per-brand or per-market scoping since enterprise deployments often run multiple brands under one account. Multi-region data residency (EU, US) available for global brands.
RFC 8058 one-click headers
Mapp added RFC 8058 one-click unsubscribe automatically ahead of the Google and Yahoo February 2024 requirements. The List-Unsubscribe and List-Unsubscribe-Post headers inject on every marketing send from domains authenticated under Admin > Sender profiles. SPF and DKIM records must be verified. Enterprise multi-region deployments each honor RFC 8058 with regional infrastructure.
Customer intelligence and predictive segmentation
Mapp customer intelligence combines behavioral data (website visits, email engagement, app usage), purchase history, and CRM data to drive predictive segmentation. Opted-out customers are automatically excluded from marketing sends while remaining in the customer intelligence database for analytics and transactional communications. Configure per-brand scoping in multi-brand enterprise deployments.
Frequently Asked Questions
What is the Mapp unsubscribe tag?
The merge tag is [%unsubscribe%]. Mapp replaces it at send time with a signed URL scoped to the customer profile.
Is Mapp the same as Teradata Marketing?
Mapp is the successor. Mapp Digital acquired Teradata Marketing Applications in 2016. Legacy Teradata Marketing accounts migrated to Mapp Cloud platform.
Does Mapp support one-click unsubscribe for Gmail and Yahoo?
Yes, automatically for authenticated domains. Mapp injects List-Unsubscribe and List-Unsubscribe-Post headers on every marketing send.
Does Mapp support multi-brand deployments?
Yes. Enterprise deployments often run multiple brands under one account with per-brand consent scoping, sender profiles, and suppression lists.
How does Mapp compare to Evalanche or Emarsys?
All three target European enterprise. Mapp emphasizes German-Nordic mid-market and customer intelligence. Evalanche focuses on DACH marketing automation. Emarsys targets omnichannel B2C. Vendor choice depends on regional focus and feature priorities.
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.
About SMTPedia
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