7 Things that you should know about the Unsubscribe System Token

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Unsubscribe System Token


1. Allows the “Unsubscribe” link to be placed anywhere in the email, and even to be set on the template level.

2. Functions EXACTLY as the appended unsubscribe link

3. Doesn’t count as “Clicked link in email”

4. Reads record as “Unsubscribed from email”

5. No need to “Clicked link and was not unsubscribe link”

6. Automatically removes the appended unsubscribe if the link is in the email.

7. Token renders the link to the unsubscribe page, so the token should be placed inside the anchor tag; for example

<a href=”{{system.unsubscribeLink}}”>Unsubscribe from our Newsletter</a>

Source: Marketo System Tokens for "Unsubscribe" and "View As Web Page" - Elixiter, Inc.

Level 10 - Champion Alumni


Can you go deeper here? If you don't have the admin default, the token won't work as intended. And if you have a sub center, this situation isn't going to work either, especially with mkt_unsubscribe=1 being logged as an unsubscribe with non-default pages.

Level 10

HI Josh,

I do not follow you here.

If the email default is emptied as here :

You can use the {{system.unsubscribe}} link instead in the email or the email template and it works well. It redirects to the /unsubscribePage.html page

Can you explain what you mean by "the token won't work as intended" ?


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Hi Greg,

Just to clarify, does the {{system.unsubscribeLink}} not work if the unsubscribe default is set in the Admin section?

Is there a way to use {{system.unsubscribeLink}} and if it is missing, then default to the Admin default unsubscribe text?


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Also interested in learning this*

Level 10

Hi Karishma,

the {{system.unsubscribe page}} token links to /UnsubscribePage.html URL. This cannot be changed. What happens is the opposite : if you do not have a  {{system.unsubscribe page}}, Marketo will revert to what is set up in the admin section.

You will find more info here : The comprehensive guide to setting up the unsubscribe link