Unsubscribe Links in Broadcast Emails

Last Update :

By default, every broadcast email includes an unsubscribe link at the bottom that lets recipients request to be removed from your lists.

The MMS offers two unsubscribe methods, which you can choose between in Broadcast Messaging Global Configuration using the Unsubscribe Method setting:

• General Request (the default) — The recipient is taken to a form to request removal. The request is sent to your designated Email Manager, who handles it manually. This is the default because it gives a person on your staff the chance to see who is asking to be removed and respond appropriately.
• Direct Opt-Out — The recipient is taken to a form where they can remove themselves from your list(s) automatically, with no Email Manager intervention required.

The rest of this article explains how each method works and why you might choose one over the other.

General Request (Manual Removal)

When a recipient clicks the unsubscribe link, they are taken to a form where they can submit a removal request.

If your email address is designated as the Email Manager in MMS Configuration, you will receive these requests. You are then responsible for responding to each one — either by removing the person from the database or by removing them from the specific list(s) they belong to.

This manual process is intentional. Rather than removing people automatically, the request form gives your organization a chance to see when members or prospects want to opt out, and to respond appropriately.

Why Choose the Manual Process?

A removal request is often an opportunity to address an underlying concern. For example:

• An unhappy member — A member asking to be removed may be dissatisfied with their membership, which a staffer or board member may want to address directly.
• Email fatigue — A member may simply want to receive fewer emails rather than none at all.
• Encouraging active membership — A member may need to be reminded that the organization emails members periodically to encourage active participation. If they no longer wish to be active, they might consider whether membership still fits their needs.
• A prospect who has lost interest — A prospect requesting removal may no longer be interested in membership and should be taken off the list.
• A prospect whose interests have changed — A prospect may need to be moved to a different email list rather than removed entirely.

Direct Opt-Out (Automatic Removal)

• If you prefer, you can switch the Unsubscribe Method to Direct Opt-Out. With this method, recipients are taken to a form where they can remove themselves from your list(s) automatically, with no Email Manager intervention required. Keep in mind that this removes the opportunity to review and respond to each request individually, but it is more consistent with industry standards for mass-mail.