Mailjet is a French email platform serving both marketing and transactional sends via SMTP relay and REST API. The unsubscribe variable adapts to recipient locale by default (rendering in the recipient language when detected), with language-locked variants available when you need a fixed language regardless of recipient. Mailjet emits RFC 8058 headers automatically for Marketing sends; for API v3 transactional messages, you set the List-Unsubscribe header explicitly in the message envelope. This guide covers the locale-aware tag, the Marketing-vs-Transactional distinction, and the common issues around header injection in API sends.
Mailjet unsubscribe link
| Tag syntax | [[UNSUB_LINK_EN]] |
| Alternative | [[UNSUB_LINK_FR]] |
| Placement | Auto-embedded in Marketing campaigns, manual for API sends |
| Scope | Account-wide contact list opt-out |
| Config path | Account settings > Sender addresses & domains |
| RFC 8058 one-click | Yes for Marketing sends; manual header for API v3 transactional |
How to add the unsubscribe tag in Mailjet
Place the merge tag exactly as shown below in the email template. Mailjet replaces it at send time with a signed URL scoped to the recipient and campaign.
[[UNSUB_LINK_EN]]For custom HTML templates, wrap the tag in an anchor to render a proper hyperlink in the delivered email:
<a href="[[UNSUB_LINK_EN]]">Unsubscribe from this list</a>Auto-embedded in Marketing campaigns, manual for API sends
Yes for Marketing sends; manual header for API v3 transactional 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.
API v3 transactional sends (via /send) do not add the List-Unsubscribe headers automatically. If your transactional messages carry any marketing content (upsell block, cross-sell footer), you must set the headers manually in the message envelope or the send fails Gmail one-click compliance.
Testing your Mailjet unsubscribe link
- Send a test message to a controlled Gmail address you own via the Mailjet 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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How Mailjet generates the unsubscribe link
Mailjet uses the [[UNSUB_LINK_EN]] or [[UNSUB_LINK_FR]] (and localized variants) tokens for the unsubscribe URL in marketing campaigns. The tokens are replaced at send time with a signed URL that routes to a Mailjet-hosted preference page. For transactional emails sent through the SMTP API or the Send API, senders include the unsubscribe URL manually or use the SMTP header X-Mailjet-List-Unsubscribe. Both mechanisms feed into the same account-level suppression list.
Contact list and account-level suppression
Mailjet allows both list-level and account-level unsubscribes. By default, an opt-out removes the contact from the specific list associated with the campaign, preserving the ability to send from a different list in the same account. Account settings can force account-wide suppression, which is the safer default for single-brand senders. The unsubscribe status is exposed through the API as a Contact property and can be queried programmatically for reconciliation with external CRM systems.
RFC 8058 one-click headers
Mailjet added full RFC 8058 support in early 2024, automatically injecting List-Unsubscribe and List-Unsubscribe-Post headers on marketing sends from authenticated domains. For transactional sends through the Send API, headers can be added manually via the Headers property in the API payload. Domains must have completed SPF and DKIM authentication through the Sender Domains settings for the automatic injection to work; sends from unauthenticated domains fall back to a Mailjet default that does not satisfy Google or Yahoo requirements.
Testing and verification
The best test is to send a campaign to a Gmail or Outlook.com inbox, inspect the raw headers for List-Unsubscribe entries, and click the visible link to confirm the hosted opt-out page loads correctly. Mailjet dashboard shows unsubscribe events per campaign, and the Event API allows real-time webhook delivery of unsubscribe events to a sender endpoint for CRM synchronization. Common issues include forgotten [[UNSUB_LINK]] tokens in custom HTML templates (Mailjet rejects the send with a clear error) and unauthenticated sending domains that produce headers-less messages.
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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