Ortto (formerly Autopilot) is a customer journey marketing platform popular with SaaS and e-commerce teams that need a unified data platform, email, SMS, and in-app messaging. The unsubscribe mechanism uses the {{unsubscribe_link}} Liquid merge tag, and Ortto handles RFC 8058 one-click compliance automatically for marketing sends when the sending domain is authenticated. This guide covers the tag, the granular subscription preferences model, and how to verify the setup end to end.
Ortto (formerly Autopilot) unsubscribe link
| Tag syntax | {{unsubscribe_url}} |
| Placement | Auto-embedded in every campaign footer |
| Scope | Per marketing category on the person record |
| Config path | Data > People > Subscription categories |
| RFC 8058 one-click | Yes, automatic for marketing campaigns |
How to add the unsubscribe tag in Ortto (formerly Autopilot)
Place the merge tag exactly as shown below in the email template. Ortto (formerly Autopilot) replaces it at send time with a signed URL scoped to the recipient and campaign.
{{unsubscribe_url}}For custom HTML templates, wrap the tag in an anchor to render a proper hyperlink in the delivered email:
<a href="{{unsubscribe_url}}">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.
Ortto applies journey (workflow) filters on person subscription status by default, but the "unsubscribed" check is per category, not global. A journey targeting the Promo category still skips a person who opted out of Newsletter, only if the Promo category is also unsubscribed. Verify per-category subscription filters at every journey branch.
Testing your Ortto (formerly Autopilot) unsubscribe link
- Send a test message to a controlled Gmail address you own via the Ortto (formerly Autopilot) 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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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 Ortto unsubscribe link (step by step)
The Ortto drag-and-drop editor injects the unsubscribe link into the default footer block on every new template. If you use a custom HTML template or need the link somewhere other than the footer, follow these steps.
- Open your template or campaign in the Ortto editor.
- Add or edit a text block where the unsubscribe link should appear.
- Insert the merge tag
{{unsubscribe_link}}. Ortto replaces it with a signed URL unique per recipient at send time. - Wrap it in an anchor with your preferred label:
<a href="{{unsubscribe_link}}">Unsubscribe</a>. - Preview to a test recipient. The rendered link should point to the Ortto-hosted preference center and confirm removal on click.
- Verify the physical postal address is present. Ortto pulls it from account settings and inserts it automatically alongside the link.
Ortto positioning and unsubscribe model
Ortto is positioned between simple ESPs and full enterprise suites. The unsubscribe model supports subscription preferences, letting users opt out of specific journeys or message categories rather than blanket unsubscribes. This granularity helps mid-market brands maintain engagement while honoring topic-level preferences. Ortto refuses to send campaigns without the tag present at least once in the template.
RFC 8058 and modern deliverability
Ortto added RFC 8058 one-click unsubscribe headers ahead of the Google and Yahoo bulk-sender requirements. Domains authenticated through the Sending Domains settings (SPF and DKIM records verified) receive automatic List-Unsubscribe and List-Unsubscribe-Post header injection. No customer configuration is needed beyond completing authentication. Ortto customer success guides teams through this setup as part of onboarding for accounts sending significant volume.
Journey exit and re-entry
A subscriber who unsubscribes exits all active journeys they are enrolled in and is prevented from being re-added to marketing journeys unless they re-opt in through a signup form. Ortto tracks journey state independently of marketing consent, so a subscriber who unsubscribes mid-journey does not silently continue receiving messages from a background automation. This design prevents a common failure mode in complex automation platforms where opt-outs are recorded but journeys continue on cached data.
Frequently Asked Questions
What is the Ortto unsubscribe merge tag?
The tag is {{unsubscribe_link}}. Ortto replaces it with a signed URL unique per recipient at send time. Use it inside an anchor: <a href="{{unsubscribe_link}}">Unsubscribe</a>.
Can subscribers opt out of one journey without leaving all marketing?
Yes. Ortto’s preference center exposes topic-level and journey-level opt-out. A subscriber can leave a specific onboarding sequence while remaining on the newsletter, or opt out of promotional messages while keeping product updates. This is configured under the account subscription preferences.
Does Ortto support one-click unsubscribe for Gmail and Yahoo?
Yes, provided the sending domain is authenticated (SPF + DKIM verified in Sending Domains). Ortto injects List-Unsubscribe and List-Unsubscribe-Post headers automatically for authenticated senders, satisfying the Google and Yahoo bulk-sender requirements.
What happens to journeys when someone unsubscribes mid-flow?
Ortto immediately exits the subscriber from all active journeys they are enrolled in. No cached send goes out after the opt-out. Re-entry requires the subscriber to re-opt in through a signup form; opt-outs cannot be silently overridden by adding the person back through the API.
Can I customize the Ortto unsubscribe page?
Yes. The Ortto-hosted preference center supports branding (logo, colors) and exposes topic-level checkboxes when the account has multiple subscription categories configured. Customization is done under the account settings for subscription preferences.
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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