Act-On is a B2B marketing automation platform serving mid-market SaaS, professional services, and manufacturing companies with lead scoring, nurture programs, and account-based marketing. The unsubscribe mechanism uses the {{Unsubscribe}} merge tag in email templates, and Act-On emits RFC 8058 headers automatically for authenticated sending domains. Consent is tracked at the contact level with a global opt-out flag applying across all Act-On email programs. CRM integrations with Salesforce, HubSpot CRM, and Microsoft Dynamics sync opt-out state bidirectionally. This guide covers the tag, the global opt-out model, and how to verify the setup end to end.
Act-On Software unsubscribe link
| Tag syntax | {{Unsubscribe}} |
| Placement | Auto-embedded in default footer template |
| Scope | Contact-level global opt-out across Act-On programs |
| Config path | Settings > Email > Sender configuration |
| RFC 8058 one-click | Yes, automatic for authenticated sending domains |
How to add the unsubscribe tag in Act-On Software
Place the merge tag exactly as shown below in the email template. Act-On Software 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 default footer template
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.
Act-On global opt-out applies across all nurture programs, campaigns, and one-off sends, which surprises B2B marketers running distinct product-line campaigns. A contact opting out of Product A newsletters is also blocked from Product B newsletters unless the account uses distinct Act-On instances per product line. Enterprise multi-product companies should plan the Act-On account structure carefully during onboarding.
Testing your Act-On Software unsubscribe link
- Send a test message to a controlled Gmail address you own via the Act-On Software 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
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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 Act-On unsubscribe link (step by step)
Act-On templates include the unsubscribe link in the default footer, but custom HTML templates and one-off broadcast emails may require the tag inserted manually.
- Open your Act-On email or nurture program message in the Content editor.
- Add or edit a text block in the footer where the unsubscribe link should appear.
- Insert the merge tag
{{Unsubscribe}}. Act-On replaces it at send time with a signed URL scoped to the contact. - Wrap it in an anchor:
<a href="{{Unsubscribe}}">Unsubscribe</a>. - Configure the sending domain under Settings > Email > Sender configuration.
- Send a test to a seed address and verify the rendered link routes to the Act-On-hosted preference center.
Global opt-out and multi-program enforcement
Act-On global opt-out applies across all nurture programs, campaigns, and one-off sends, which surprises B2B marketers running distinct product-line campaigns. A contact opting out of Product A newsletters is also blocked from Product B newsletters unless the account uses distinct Act-On instances per product line. Enterprise multi-product companies should plan the Act-On account structure carefully during onboarding to segregate opt-out pools where required. This global enforcement matches Act-On single-tenant enterprise architecture and is stricter than Marketo or HubSpot per-program opt-out models.
RFC 8058 one-click headers
Act-On 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 Settings > Email > Sender configuration. SPF and DKIM records must be verified. Nurture program emails and one-off broadcasts both carry the headers, giving consistent one-click compliance across the account.
CRM sync and revenue attribution
Act-On native CRM integrations with Salesforce, HubSpot CRM, and Microsoft Dynamics sync opt-out state bidirectionally. A contact who unsubscribes via Act-On flows back to the CRM contact record, blocking Sales rep bulk email outreach and updating revenue forecasting models to reflect reduced future engagement. Individual 1-to-1 emails from sales reps in the CRM can still reach the contact (as they are not marketing sends) unless the CRM enforces the marketing opt-out for all sends. Configure CRM automation to respect the marketing flag for tight compliance.
Frequently Asked Questions
What is the Act-On unsubscribe tag?
The merge tag is {{Unsubscribe}}. Act-On replaces it at send time with a signed URL scoped to the contact. Use it inside an anchor: <a href="{{Unsubscribe}}">Unsubscribe</a>.
Does an Act-On opt-out block all nurture programs?
Yes globally within one Act-On account. A contact opting out is blocked from all future nurture programs, campaigns, and one-off broadcasts. Enterprise multi-product companies should use distinct Act-On instances per product line to segregate opt-out pools.
Does Act-On support one-click unsubscribe for Gmail and Yahoo?
Yes, automatically for authenticated domains. Act-On injects List-Unsubscribe and List-Unsubscribe-Post headers on every marketing send from domains verified under Settings > Email > Sender configuration.
Do Act-On opt-outs sync to Salesforce and HubSpot CRM?
Yes via native integrations. A contact who unsubscribes via Act-On flows back to the CRM contact record automatically, blocking sales rep bulk email outreach. Individual 1-to-1 sales sends can still reach the contact unless CRM automation enforces the marketing flag.
Can I resubscribe a contact who unsubscribed from Act-On?
Not through the API without explicit consent capture. Act-On enforces permanent suppression on opt-outs. Reactivation requires the contact to re-opt in through an Act-On landing page or documented CRM-based consent update.
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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