MailUp is an Italian email marketing and SMS platform popular with mid-market Italian brands, agencies, and companies operating in Southern Europe. The unsubscribe mechanism uses the merge tag auto-injected into every marketing message footer, and MailUp emits RFC 8058 headers automatically. Contact opt-out is scoped per Group (their term for mailing list), and MailUp offers a preference center in Italian and English by default. This guide covers the tag, the Group model, and the multilingual footer configuration common in Italian-market accounts.
MailUp unsubscribe link
| Tag syntax | [unsubscribe] |
| Placement | Auto-embedded in every campaign footer |
| Scope | Per-Group opt-out |
| Config path | Settings > Message headers and footers |
| RFC 8058 one-click | Yes, automatic for marketing campaigns |
How to add the unsubscribe tag in MailUp
Place the merge tag exactly as shown below in the email template. MailUp 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 marketing campaigns 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.
MailUp scopes unsubscribes per Group. A subscriber who unsubscribes from Group A stays active on Group B when they belong to both. For account-wide opt-out, use [unsubscribe_from_console] which flips the master consent flag on the contact.
Testing your MailUp unsubscribe link
- Send a test message to a controlled Gmail address you own via the MailUp 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 MailUp handles unsubscribes
MailUp is an Italian email and SMS marketing platform serving large European brands. Its unsubscribe mechanism uses the [unsubscribe] dynamic field, which MailUp replaces with a signed URL at send time. The email editor includes a default footer with the field pre-populated, and MailUp refuses to send campaigns that lack the field or the required physical postal address. Clicks route to a MailUp-hosted opt-out page that confirms the removal and adds the contact to the account suppression list.
Enterprise workflow and list scoping
MailUp defaults to list-scoped unsubscribes suitable for enterprise senders operating multiple audiences under one account. A subscriber can unsubscribe from one list while remaining active on others, and account-wide global opt-out is a separate flow that requires additional confirmation. This granularity fits the enterprise B2B context where a subscriber might follow a specific product line but not the general marketing list. Consumer brands typically prefer account-wide opt-out and can enable it under account settings.
GDPR consent tracking
As a European platform, MailUp tracks consent records for every subscriber: opt-in timestamp, source (form URL or import), IP address, and legal basis. This consent record is required under GDPR for demonstrating lawful processing, and MailUp exposes it through the API and account interface for audit purposes. Unsubscribed contacts retain their consent record with a withdrawal timestamp, providing a full history of the consent lifecycle.
RFC 8058 and 2026 deliverability
MailUp implements RFC 8058 one-click unsubscribe headers on all authenticated sending domains. The List-Unsubscribe and List-Unsubscribe-Post headers are added automatically to marketing sends. Given MailUp enterprise customer base, most accounts have completed full DKIM and SPF authentication as part of onboarding, so one-click headers are active from launch. Accounts sending from unauthenticated domains lose access to one-click headers and see measurable Gmail and Yahoo deliverability degradation under the 2024 bulk-sender rules.
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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