What are Unsubscribe Flows?
Unsubscribe flows control what happens when a parent clicks an unsubscribe link in your emails. You can choose between One Step, Two Step, and Dynamic options to reduce accidental opt-outs, protect against automated bot clicks, and stay compliant—all while keeping the experience smooth for families.
Key Benefits of Configurable Unsubscribe Flows
Choosing the right flow helps you balance deliverability, compliance, and parent experience:
- Compliance & Control: Ensure a reliable opt-out process while tailoring the experience to your audience
- Bot-Click Protection: Dynamic mode adds verification when risk signals are present, limiting bot-triggered opt-outs
- Fewer Accidental Opt-Outs: A confirmation step (Two-Step) or time-based checks (Dynamic) reduce unintended unsubscribes
- Simple Configuration: Quickly change your selected flow in the Email Marketing settings
- Works at Scale: Your flow selection applies across all email campaigns in your account—no need to update each campaign individually
Unsubscribe Flow Options
Each option balances compliance, deliverability, and user experience differently. Here's how they work:
One-Step Flow
Families are instantly unsubscribed with a single click, followed by the option to provide feedback. This provides a frictionless experience and reduces complaints from frustrated parents.
Two-Step Flow
Families must confirm their email before being unsubscribed. This adds a layer of confirmation to reduce accidental opt-outs, especially for highly engaged families or important announcement lists.
Dynamic Flow (Recommended)
Dynamic unsubscribe combines Two Step and One Step flows intelligently. Unsubscribe is immediate (One Step) unless the family is unsubscribing within 5 minutes of email delivery or the contact record is less than 1 hour old—then confirmation is required (Two Step).
This balances ease-of-use with protection against bots and accidental opt-outs.
How to Configure Unsubscribe Flows
Setting your unsubscribe flow takes just a few clicks in your email marketing settings.
Step 1: Navigate to Email
- From your dashboard, click Marketing in the left navigation bar
- Click Emails in the top navigation ribbon
Step 2: Open Email Settings
- In the secondary navigation, choose Campaigns
- In the upper right corner, click the Settings (gear icon) button
Step 3: Choose Unsubscribe Tab
In the left navigation bar, select the Unsubscribe tab to open unsubscribe settings.
Step 4: Select an Unsubscribe Flow
Use the radio selector to choose your unsubscribe flow:
- One Step
- Two Step
- Dynamic
Step 5: Preview and Save
Use the Preview buttons next to each option to test how the flow works. Once you've selected your preferred flow, click the blue Save button.
Customizing Your Unsubscribe Link
You can change how the unsubscribe link looks without changing your flow settings.
To edit the unsubscribe link from the email settings panel, click "How to customize the unsubscribe link" located under the flow selector section.
For detailed guidance on customizing your unsubscribe link, see our separate article: Creating and Managing Custom Unsubscribe Links.
Frequently Asked Questions
Will changing unsubscribe settings affect families who unsubscribed before?
No. Changes only apply to emails sent after you update your settings. Prior unsubscribe data remains unchanged.
What happens if a parent starts Two-Step but never confirms?
The unsubscribe doesn't complete, and the parent remains subscribed until they confirm via email.
How do I safely test the Dynamic flow?
Send yourself a test email and click the link within 5 minutes of delivery, or use a brand-new contact record (created less than 1 hour ago). You should see an email verification prompt. Normal clicks should unsubscribe instantly.
Does my selected flow apply to all email campaigns?
Yes. The flow is set at the account level. All emails sent from your account honor the current selection until you change it.
What are the different unsubscribe flows available?
You can choose from One Step (instant unsubscribe), Two Step (email confirmation required), or Dynamic (smart confirmation for suspicious cases).
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