Optimizely is a digital experience platform (DXP) known primarily for experimentation and A/B testing, with email marketing capabilities added through the acquisition of Episerver and Welcome Software. The unsubscribe mechanism uses the {{unsubscribe}} merge tag in email templates delivered via the Optimizely Campaign product. Optimizely emits RFC 8058 headers automatically for authenticated sending domains. Consent is tracked at the profile level, integrated with the Optimizely Data Platform for unified customer experience data. This guide covers the tag, the acquisition history, and how to verify the setup end to end.
Optimizely unsubscribe link
| Tag syntax | {{unsubscribe}} |
| Placement | Auto-embedded in default Campaign email footer |
| Scope | Profile-level opt-out via Optimizely Data Platform |
| Config path | Campaign > Settings > Sender configuration |
| RFC 8058 one-click | Yes, automatic for authenticated sending domains |
How to add the unsubscribe tag in Optimizely
Place the merge tag exactly as shown below in the email template. Optimizely 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 default Campaign email 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.
Optimizely acquisitions (Episerver, Welcome Software) mean email marketing runs on distinct platforms depending on account provenance. Optimizely Campaign (legacy Episerver) uses different template syntax and workflow patterns from Optimizely Content Marketing Platform (legacy Welcome Software). Verify which platform your account uses before referencing merge tag syntax; the {{unsubscribe}} pattern in this guide applies to Optimizely Campaign specifically.
Testing your Optimizely unsubscribe link
- Send a test message to a controlled Gmail address you own via the Optimizely 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 to add the Optimizely Campaign unsubscribe link (step by step)
Optimizely Campaign templates include the unsubscribe link in the default footer, but custom HTML templates require the tag inserted manually.
- Open your Optimizely Campaign template in the Content editor.
- Add or edit a text block in the footer where the unsubscribe link should appear.
- Insert the merge tag
{{unsubscribe}}. Optimizely replaces it at send time with a signed URL scoped to the profile. - Wrap it in an anchor:
<a href="{{unsubscribe}}">Unsubscribe</a>. - Configure the sending domain under Campaign > Settings > Sender configuration.
- Send a test to a seed address and verify the rendered link routes to the Optimizely-hosted preference center.
Acquisition history and platform provenance
Optimizely acquisitions (Episerver, Welcome Software) mean email marketing runs on distinct platforms depending on account provenance. Optimizely Campaign (legacy Episerver) uses different template syntax and workflow patterns from Optimizely Content Marketing Platform (legacy Welcome Software). Verify which platform your account uses before referencing merge tag syntax; the {{unsubscribe}} pattern in this guide applies to Optimizely Campaign specifically. Multi-product accounts running both need distinct template libraries and consent sync workflows.
RFC 8058 one-click headers
Optimizely Campaign 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 Campaign > Settings > Sender configuration. SPF and DKIM records must be verified. Enterprise accounts running multiple brand sending domains configure each domain independently, with per-domain RFC 8058 status visible in the reputation dashboard.
Optimizely Data Platform and unified profile consent
Optimizely Data Platform (ODP) unifies customer profile data across Optimizely products (Campaign, Content Marketing, Personalization, Web Experimentation). Consent state on the profile is queryable across these products, letting marketers coordinate consent-aware experiences across email, web personalization, and content targeting. This unified profile is a differentiator for enterprise DXP customers versus point-solution ESPs; the tradeoff is architectural complexity that requires dedicated Optimizely partner implementation teams for full deployment.
Frequently Asked Questions
What is the Optimizely Campaign unsubscribe tag?
The tag is {{unsubscribe}}. Optimizely Campaign replaces it at send time with a signed URL scoped to the profile. Use it inside an anchor: <a href="{{unsubscribe}}">Unsubscribe</a>.
Which Optimizely product does this guide apply to?
Optimizely Campaign (legacy Episerver product line). Optimizely Content Marketing Platform (legacy Welcome Software) has different template syntax and workflow patterns. Verify your account provenance before applying the merge tag syntax.
Does Optimizely support one-click unsubscribe for Gmail and Yahoo?
Yes for Optimizely Campaign, automatically for authenticated domains. Optimizely injects List-Unsubscribe and List-Unsubscribe-Post headers on every marketing send from domains verified under Campaign > Settings > Sender configuration.
How does Optimizely Data Platform handle consent?
Consent state on the ODP profile is queryable across Optimizely products (Campaign, Content Marketing, Personalization, Web Experimentation), enabling consent-aware coordinated experiences across email, web, and content targeting. Full deployment typically requires Optimizely partner implementation teams.
Can I resubscribe a profile who unsubscribed from Optimizely Campaign?
Not through the API without explicit consent capture. Optimizely enforces permanent suppression on opt-outs. Reactivation requires the profile to re-opt in through an Optimizely-hosted signup form or documented consent update.
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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