Keap (formerly Infusionsoft) is a CRM-plus-marketing automation platform for small businesses that combines contact management, email marketing, sales pipelines, and invoicing in one workspace. The unsubscribe mechanism depends on which product you use: Keap Pro (the modern platform) embeds the unsubscribe link automatically in every marketing broadcast, while Max Classic (the legacy Infusionsoft product) requires manual insertion of the ~Contact.OptOut_Link~ merge field. Both variants track opt-out state on the Contact record via a boolean Marketable flag; unsubscribed contacts are removed from all marketing sends automatically. This guide covers both product variants, the setup, RFC 8058 compliance, and common issues.
Keap unsubscribe link: quick reference
| Item | Value |
|---|---|
| Max Classic tag | ~Contact.OptOut_Link~ |
| Keap Pro placement | Auto-embedded in every marketing broadcast footer |
| Config path | Admin > Application > Email defaults |
| Scope | Contact-level Marketable flag (account-wide) |
| RFC 8058 one-click | Yes on Keap Pro, requires manual header injection on Max Classic |
| Preference center | Native on Keap Pro, requires custom landing page on Max Classic |
How Keap handles unsubscribes
Keap uses a single boolean field on the Contact record called Marketable. When Marketable = true, the contact receives marketing broadcasts, campaigns, and automated sequences. When a contact clicks the unsubscribe link (or replies with an opt-out request that the admin processes), Marketable flips to false and every subsequent marketing send skips the contact. Transactional and CRM messages (order receipts, appointment reminders) still deliver regardless of the flag.
Unlike list-based platforms, Keap does not offer per-list opt-out. If a contact wants to stop receiving one type of marketing but keep others, they use the Preference Center (Keap Pro) to update their consent per marketing category. Max Classic requires you to build a custom landing page with a form that toggles custom Contact fields.
Adding the unsubscribe token in Max Classic (Infusionsoft)
In the Broadcast or Campaign Email Builder, place the merge field in an anchor tag or as a plain link:
~Contact.OptOut_Link~<a href="~Contact.OptOut_Link~">Unsubscribe from these emails</a>Max Classic replaces the merge field at send time with a signed URL scoped to the contact and the broadcast ID. Clicking the URL displays the Keap opt-out confirmation, flips the Marketable flag to false, and applies a “Marketing Opt-Out” tag on the contact (which is queryable in reports and campaign filters).
Keap Pro: default footer setup
Keap Pro auto-injects a compliance footer in every marketing broadcast, containing the unsubscribe link, the physical address block required by CAN-SPAM, and (optionally) a Preference Center link. You do not add a merge field manually; the footer is enforced on send. Edit the default footer content:
- Go to Admin > Application > Email defaults
- Edit the “Email footer template” HTML (Keap validates that the
{unsubscribe}placeholder is present; the platform refuses to save without it) - Set the physical address block (Keap uses your Company profile fields by default)
- Enable Preference Center if you want granular topic opt-out
- Save
The footer applies to every marketing broadcast and campaign email from this point forward. Existing scheduled broadcasts use the footer version live at send time.
RFC 8058 one-click compliance in Keap
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. Keap Pro emits the required headers automatically for every marketing broadcast when the sending domain is authenticated (DKIM records at your DNS provider, SPF include, DMARC published).
Max Classic emits the List-Unsubscribe header (RFC 2369, mailto and URL variants) but does not always add the List-Unsubscribe-Post header required for one-click. For high-volume Max Classic accounts approaching the 5,000/day Gmail threshold, contact Keap support to enable the one-click POST endpoint; it is not exposed as a self-service toggle on Max Classic.
List-Unsubscribe: <mailto:...>, <https://links.keap-link.com/optout/...>
List-Unsubscribe-Post: List-Unsubscribe=One-ClickTesting your Keap unsubscribe link
- Send a test broadcast to a controlled Gmail address (Broadcast > Send test)
- Click the footer unsubscribe. On Keap Pro you land on the Preference Center; on Max Classic on the opt-out confirmation
- Confirm the opt-out. The Marketable flag on the contact should flip to false within seconds
- Check the Contact record: search the test email in Contacts, verify Marketable = No and a “Marketing Opt-Out” tag is applied
- Test the one-click flow (Keap Pro only):
curl -X POST -d "List-Unsubscribe=One-Click" "https://links.keap-link.com/optout/..."Expected: HTTP 200. The contact should now be flagged as opted-out and any campaign in flight should stop delivering to that contact.
Common issues and how to fix them
Max Classic broadcast rejected: “Missing unsubscribe merge field”
The email template does not include ~Contact.OptOut_Link~ in any anchor tag or plain text. Keap enforces the check at send time; add the merge field to the footer or the broadcast fails validation.
Campaign keeps running for an unsubscribed contact
The Campaign Builder does not automatically skip Marketable = false contacts on every sequence step. Add a “Marketable status” decision node at the top of the campaign, or use a Global rule that removes contacts from all campaigns when Marketable flips to false.
Transactional email counted as marketing send
By default, all Keap outbound email is classified as marketing unless you explicitly flag the broadcast or the Campaign email as Transactional. Set the classification in the Email settings; transactional messages bypass the Marketable filter and do not require an unsubscribe link.
Gmail one-click button not visible on Keap Pro sends
DKIM records for your sending domain are not published at your DNS provider. Go to Admin > Application > Domains and copy the two CNAME records Keap provides; add them at your DNS host. Give 24 hours for full propagation before re-testing.
Related unsubscribe guides
- HubSpot unsubscribe link: uses
{{ unsubscribe_link }}, direct SMB-to-mid-market CRM competitor - ActiveCampaign unsubscribe link: uses
%UNSUBSCRIBELINK%, direct CRM plus automation competitor - Mailchimp unsubscribe link: uses
*|UNSUB|*, common migration source for SMBs adding a CRM - ConvertKit unsubscribe link: uses
{{ unsubscribe_url }}, creator-focused alternative - GetResponse unsubscribe link: SMB marketing automation alternative
- Zoho Campaigns unsubscribe link: CRM-integrated SMB alternative with lower price point
For the full 222-platform reference table 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.
Keap unsubscribe FAQ
Can I set Marketable = false via the Keap API?
Yes. Use the REST API (PATCH /crm/rest/v1/contacts/{id}) with {"marketable": false}. This is the correct integration point for CRM-driven opt-outs, migrated suppressions, or GDPR right-to-object requests.
Can a contact resubscribe on their own?
Yes. On Keap Pro, the Preference Center allows contacts to re-opt in without admin intervention. On Max Classic, resubscribe requires either a form submission that triggers a “Set Marketable = true” action, or manual admin action. Always log the resubscribe event with source attribution for GDPR audit trails.
Can I import an unsubscribe list from another platform into Keap?
Yes. Import the addresses via Contacts > Import, then apply a “Marketing Opt-Out” tag and set Marketable = false via a batch action. Keap honors the flag immediately once the batch completes.
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
SMTPedia is an independent email industry reference covering SMTP, IMAP, POP3, email deliverability, marketing platforms, DNS authentication, and email verification. Every article is researched from official provider documentation, IETF RFCs, and industry best practices. Settings and configurations are verified quarterly.
We are cited as a source by ChatGPT, Microsoft Copilot, and thousands of email professionals worldwide. Learn more about our editorial process.
