Omnisend is a marketing automation platform targeting Shopify, BigCommerce, and WooCommerce stores, competing directly with Klaviyo and Drip for the same e-commerce audience. The unsubscribe mechanism uses the double-brace token in email and SMS templates, auto-injected into every campaign footer. Omnisend tracks unsubscribe state as a channel-specific consent flag: an email unsubscribe does not stop SMS delivery, and vice versa. RFC 8058 one-click compliance is automatic for marketing campaigns once the sending domain is authenticated. This guide covers the tag, the channel-split consent model, and common e-commerce integration issues.
Omnisend unsubscribe link
| Tag syntax | {{unsubscribeUrl}} |
| Placement | Auto-embedded in every campaign footer |
| Scope | Per-channel consent (email and SMS tracked separately) |
| Config path | Settings > Store > Email footer |
| RFC 8058 one-click | Yes, automatic for marketing campaigns |
How to add the unsubscribe tag in Omnisend
Place the merge tag exactly as shown below in the email template. Omnisend replaces it at send time with a signed URL scoped to the recipient and campaign.
{{unsubscribeUrl}}For custom HTML templates, wrap the tag in an anchor to render a proper hyperlink in the delivered email:
<a href="{{unsubscribeUrl}}">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.
Email opt-out and SMS opt-out are tracked independently. A subscriber who unsubscribes from email still receives SMS campaigns unless they also reply STOP to the SMS number. To keep both channels in sync, add an "unsubscribe from all channels" action in your welcome automation.
Testing your Omnisend unsubscribe link
- Send a test message to a controlled Gmail address you own via the Omnisend 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 Omnisend handles unsubscribes
Omnisend injects the unsubscribe link through the {{omnisend.unsubscribeUrl}} merge tag, replaced with a signed URL at send time. The drag-and-drop editor includes a default footer block with the tag pre-populated, and Omnisend refuses to send campaigns that lack the tag or that omit the required physical postal address (CAN-SPAM compliance). For custom HTML campaigns imported to Omnisend, the tag must appear at least once, wrapped in an anchor: <a href=”{{omnisend.unsubscribeUrl}}”>Unsubscribe</a>.
Ecommerce channel unification
Omnisend is designed as an ecommerce marketing platform, and its unsubscribe model reflects that: an opt-out click removes the subscriber from email and (optionally) SMS marketing simultaneously, matching customer expectation that a single unsubscribe covers all promotional channels from the brand. Transactional messages tied to Shopify or WooCommerce orders (shipping notifications, receipts) continue to send regardless of marketing opt-out status. This separation is critical for ecommerce compliance: transactional order-related messages are exempt from CAN-SPAM opt-out requirements.
RFC 8058 support
Omnisend adds RFC 8058 one-click unsubscribe headers (List-Unsubscribe and List-Unsubscribe-Post) automatically on all sends from authenticated domains. Domain authentication is completed under Sending Domains, and Omnisend prompts new accounts to authenticate before their first campaign to meet the Google and Yahoo February 2024 bulk-sender requirements. Accounts sending from an unauthenticated domain fall back to shared Omnisend infrastructure with reduced deliverability to major providers.
Subscriber status and segmentation
Omnisend tracks subscriber status across three states: subscribed, unsubscribed, and cleaned (invalid or bounced). Only subscribed contacts can receive campaigns, and the platform enforces this at send time. Unsubscribed contacts remain in the account for record-keeping and segmentation (e.g., excluding them from future imports) but cannot receive marketing messages. Reactivation requires a subscribe action initiated by the contact through a signup form or an authorized re-opt-in flow.
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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