Dotmailer (rebranded to Dotdigital in 2018) is a UK-founded email marketing and marketing automation platform serving mid-market and enterprise B2C/B2B customers with omnichannel messaging, e-commerce integrations, and CDP capabilities. The unsubscribe mechanism uses the {{UNSUBSCRIBE}} merge tag auto-injected into every campaign footer, and Dotdigital emits RFC 8058 headers automatically for authenticated sending domains. Consent is tracked at the contact level with UK PECR and GDPR enforcement. This guide covers the tag, the rebrand context, and how to verify the setup end to end.
dotmailer unsubscribe link
| Tag syntax | {{UNSUBSCRIBE}} |
| Placement | Auto-embedded in every campaign footer |
| Scope | Contact-level opt-out with omnichannel consent enforcement |
| Config path | Settings > Account settings > Footer |
| RFC 8058 one-click | Yes, automatic for authenticated sending domains |
How to add the unsubscribe tag in dotmailer
Place the merge tag exactly as shown below in the email template. dotmailer 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.
Dotmailer rebranded to Dotdigital in 2018 to reflect the product s expansion beyond email into SMS, push, WhatsApp, and CDP capabilities. Legacy Dotmailer accounts continue functioning under the Dotdigital branding. Omnichannel consent enforcement means an email opt-out can propagate to SMS, push, and WhatsApp channels if configured. Configure per-channel consent scoping carefully for customers wanting granular opt-out per channel.
Testing your dotmailer unsubscribe link
- Send a test message to a controlled Gmail address you own via the dotmailer 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 Dotdigital unsubscribe link (step by step)
Dotdigital default templates include the unsubscribe link in the footer, but custom HTML templates require the tag inserted manually.
- Open your campaign or template in the Dotdigital editor.
- Add or edit a text block in the footer where the unsubscribe link should appear.
- Insert the merge tag
{{UNSUBSCRIBE}}. Dotdigital 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 > Account settings > Footer.
- Send a test to a seed address and verify the rendered link routes to the Dotdigital-hosted preference page.
Dotmailer to Dotdigital rebrand and omnichannel expansion
Dotmailer rebranded to Dotdigital in 2018 to reflect the product s expansion beyond email into SMS, push, WhatsApp, and CDP capabilities. Legacy Dotmailer accounts continue functioning under the Dotdigital branding. Omnichannel consent enforcement means an email opt-out can propagate to SMS, push, and WhatsApp channels if configured. Configure per-channel consent scoping carefully for customers wanting granular opt-out per channel. The rebrand did not change core merge tag syntax, so existing templates continue working without modification.
RFC 8058 one-click headers
Dotdigital 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 > Account settings. SPF and DKIM records must be verified. Multi-region data residency options (UK, EU, APAC, Americas) align with regional data localization preferences for enterprise customers.
CDP capabilities and e-commerce integrations
Dotdigital CDP capabilities unify contact data across email, SMS, push, WhatsApp, and web channels. E-commerce integrations with Magento, Shopify, BigCommerce, and Salesforce Commerce Cloud sync opt-out state bidirectionally with the e-commerce customer record. Automation programs respect the opt-out flag at every send step. Post-purchase, cart abandonment, and win-back flows automatically skip opted-out contacts across all configured channels when omnichannel consent is enabled.
Frequently Asked Questions
What is the Dotdigital unsubscribe tag?
The merge tag is {{UNSUBSCRIBE}}. Dotdigital replaces it at send time with a signed URL scoped to the contact. Use it inside an anchor: <a href="{{UNSUBSCRIBE}}">Unsubscribe</a>.
Is Dotmailer the same as Dotdigital?
Yes. Dotmailer rebranded to Dotdigital in 2018 to reflect expansion beyond email into SMS, push, WhatsApp, and CDP capabilities. Legacy Dotmailer accounts continue functioning under Dotdigital branding without template changes required.
Does Dotdigital support one-click unsubscribe for Gmail and Yahoo?
Yes, automatically for authenticated domains. Dotdigital injects List-Unsubscribe and List-Unsubscribe-Post headers on every marketing send from domains verified under Settings > Account settings.
Do email opt-outs propagate to SMS and push?
Only when omnichannel consent enforcement is configured. Configure per-channel consent scoping carefully for customers wanting granular opt-out per channel versus global cross-channel opt-out.
Does Dotdigital sync opt-outs to Magento or Shopify?
Yes. E-commerce integrations with Magento, Shopify, BigCommerce, and Salesforce Commerce Cloud sync opt-out state bidirectionally with the e-commerce customer record. Post-purchase and cart abandonment flows automatically skip opted-out contacts.
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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