> ## Documentation Index
> Fetch the complete documentation index at: https://docs.brilo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Let people unsubscribe

> Add an unsubscribe link to your Brilo campaign emails so recipients can opt out in one click, which is required in many places and improves deliverability.

**Unsubscribe link** adds an opt out link to the emails a campaign sends, and lets mail apps show their
own unsubscribe button next to your message. Turn it on. It is required in many places, mail providers
treat its absence as a spam signal, and somebody who cannot opt out marks you as spam instead, which is
far worse for you.

Emails your agents send during a call, like quotes and confirmations, are never affected.

## Before you start

* A campaign with an email step. See [Add an email step](/campaigns/email-step).
* One minute.
* You will be working in the campaign's **Settings** tab.

## Steps

<Steps>
  <Step title="Open the campaign Settings tab">
    Open the campaign and go to **Settings**.
  </Step>

  <Step title="Turn on Unsubscribe link">
    Switch it on. Every email this campaign sends now carries an unsubscribe link, and mail apps can
    surface their own unsubscribe control for your messages.
  </Step>

  <Step title="Send yourself a test">
    Add your own address as a test contact and check the link is there and works. See
    [Add an email step](/campaigns/email-step).
  </Step>
</Steps>

## You will know it worked when

The test email has a working unsubscribe link, and your mail app shows its own unsubscribe option at the
top of the message.

## What it affects and what it does not

|                                       | Unsubscribe link applies |
| ------------------------------------- | ------------------------ |
| Campaign email steps                  | Yes                      |
| Emails your agent sends during a call | No                       |
| Text message steps                    | No                       |
| Calls                                 | No                       |

The distinction is deliberate. A confirmation your agent emails because a caller asked for it is not
marketing, and putting an unsubscribe footer on it would be strange.

## What happens when somebody unsubscribes

They are suppressed from further contact, and their contact shows as **Suppressed** rather than active.
Suppression is meant to be sticky: re adding somebody to a campaign does not quietly clear it, which is
the correct behaviour and occasionally surprising. See
[Add contacts to a campaign](/campaigns/add-contacts).

## Unsubscribing is only half of it

An unsubscribe link covers email. It does nothing for the person who tells your agent on the phone to stop
calling, and that is the request most likely to become a complaint if you ignore it.

Cover both:

* **Email**, with this setting.
* **Calls**, with an exit condition covering "asked us not to call again". See
  [Stop calling a contact](/campaigns/stop-calling-a-contact).
* **What your agent says**, so it confirms the request rather than arguing. See
  [Add a call step](/campaigns/call-step).

A campaign with an unsubscribe link and no call exit rule is only half compliant with its own promise.

## Why it helps deliverability

Mail providers decide whether to deliver you based on how recipients react. Somebody who wants out has two
options: your unsubscribe link, or the spam button. The first costs you one recipient. The second costs
you a fraction of your reputation with that provider, which affects everybody you email afterwards,
including the people who do want to hear from you.

Making the exit easy is the cheapest deliverability work available. See
[Add an email step](/campaigns/email-step) and
[Bring your own email domain](/integrations/email/bring-your-own-domain).

## What else you can do here

* Authenticate your sending domain, which matters more than anything else for delivery. See
  [Bring your own email domain](/integrations/email/bring-your-own-domain).
* See how many of your emails arrived and why the rest did not. See
  [Read your campaign analytics](/campaigns/analytics).
* Check what the rules require where your recipients are. See
  [Calling rules you should know](/compliance/calling-rules-you-should-know).

## If it did not work

**The link is not in the email.** The setting is off, or you are looking at an email your agent sent during
a call rather than a campaign step.

**Somebody unsubscribed and still got contacted.** Check whether they are enrolled in a second campaign,
and whether the later contact was a call rather than an email. Unsubscribe covers email, and calls need an
exit rule.

**A contact is Suppressed and you want them back.** That is deliberate. Only reverse it if the person has
asked you to.

**Emails still go to spam with the link on.** The link helps but authentication is the main factor. See
[Bring your own email domain](/integrations/email/bring-your-own-domain).

## FAQ

<AccordionGroup>
  <Accordion title="Do Brilo campaign emails have an unsubscribe link?">
    They do when you turn on **Unsubscribe link** in the campaign's **Settings** tab. It adds a link to
    every email that campaign sends and lets mail apps show their own unsubscribe button.
  </Accordion>

  <Accordion title="Does the unsubscribe link appear on emails my agent sends during a call?">
    No. Only campaign email steps carry it. A quote or confirmation your agent emails because the caller
    asked for it is not affected.
  </Accordion>

  <Accordion title="What happens when somebody unsubscribes?">
    They are suppressed from further contact and their contact shows as **Suppressed**. Suppression sticks,
    so adding them to another campaign does not clear it.
  </Accordion>

  <Accordion title="How do people opt out of calls rather than emails?">
    Through an exit rule. Add "asked us not to call again" to **Exit on what was said**, so a request made
    on the phone actually stops the campaign. See
    [Stop calling a contact](/campaigns/stop-calling-a-contact).
  </Accordion>

  <Accordion title="Will an unsubscribe link make more people leave my list?">
    A few will use it who would otherwise have marked you as spam, and that trade is strongly in your
    favour. Spam complaints damage delivery to everybody you email, not just the complainer.
  </Accordion>

  <Accordion title="Is an unsubscribe link legally required?">
    In many places, yes, for commercial email. The rules depend on where your recipients are. See
    [Calling rules you should know](/compliance/calling-rules-you-should-know).
  </Accordion>
</AccordionGroup>

## Related

* [Add an email step](/campaigns/email-step) for the emails this applies to
* [Stop calling a contact](/campaigns/stop-calling-a-contact) for opting out of calls
* [Bring your own email domain](/integrations/email/bring-your-own-domain) for deliverability
* [Calling rules you should know](/compliance/calling-rules-you-should-know) for what is required
* [Add contacts to a campaign](/campaigns/add-contacts) for the Suppressed status