Unsubscribes and double opt-in

The unsubscribe link

Every campaign sent through Yaplet automatically includes an unsubscribe link. When a subscriber clicks it, they land on a confirmation page with Yes, Unsubscribe and No, Keep Me Subscribed buttons. Confirming flips their state to Unsubscribed; closing the tab without confirming leaves them subscribed. Once unsubscribed, they will not receive any further campaigns or automation emails.

The link is generated from the {{ unsubscribeURL }} merge tag. You don't need to place it yourself — if it isn't anywhere in the email, Yaplet adds it to the footer automatically. If you build a fully custom HTML email, include {{ unsubscribeURL }} somewhere visible to remain compliant with CAN-SPAM (US), CASL (Canada), and GDPR (EU).

Every campaign also includes a native one-click unsubscribe. Email clients like Gmail, Apple Mail, and Outlook show their own built-in Unsubscribe button at the top of the message — powered by the List-Unsubscribe header — so a subscriber can opt out in a single tap without opening the landing page. This works in addition to the footer link, and it satisfies the Gmail and Yahoo bulk-sender requirement that has been in force since 2024.

Never remove the unsubscribe link from your emails. Doing so violates anti-spam laws in most jurisdictions and will quickly damage your sending reputation.

What happens after a subscriber unsubscribes

• Their state changes to Unsubscribed in your subscriber list.
• They are excluded from all future campaigns — even campaigns targeted at "All active subscribers".
• They are excluded from every active email automation.
• Reimporting them via CSV or API will not re-activate them. Their state stays Unsubscribed until they opt back in through a confirmed subscription flow.

Subscriber states and deliverability

State	Receives campaigns?	How a subscriber reaches this state
Verified	Yes	Imported without verification, or completed double opt-in confirmation.
Unverified	No	Verification email sent, confirmation link not yet clicked.
Unsubscribed	No, with one exception	Confirmed unsubscribe on the unsubscribe page, or marked manually.
Bounced	No	Only a permanent (hard) bounce moves a contact here — the address is invalid or unreachable. Temporary (soft) bounces no longer remove contacts.
Complaint	No	Marked as spam by the recipient via their email client.
Removed	No	Manually removed by an admin.

The one exception: regular campaigns and ordinary automation emails skip unsubscribed contacts, but an email automation whose trigger is When a user unsubscribes — a "sorry to see you go" survey, for example — still runs for them. That is the only category of message an unsubscribed contact can receive.

A note on the New state: newly imported contacts briefly pass through an internal New state before a background check moves them to Verified or Unverified, depending on whether Send verification email was toggled on during import. You may briefly see this state in the dashboard right after a large import — it's expected and resolves on its own within a few seconds.

Double opt-in — what it is and when to use it

Double opt-in means that when a new subscriber is added, Yaplet sends them a confirmation email before they are activated. The subscriber must click the confirmation link to move from Unverified to Verified. Until they confirm, they receive no campaigns.

Double opt-in is strongly recommended when:

• Your signup form is publicly accessible (anyone could enter any email address).
• You are building a list from scratch and want to maximize list quality and engagement rates.
• You operate in jurisdictions where confirmed consent is required — EU GDPR, Canada CASL.

You may skip double opt-in when importing a list you already own and have explicit prior consent for — for example, migrating subscribers from another email platform where they already confirmed.

Create an opt-in confirmation email

Verification emails live under Marketing → Newsletter → Verification. The page has two tabs:

• Verification Status — a table of every verification email Yaplet has sent, filterable by email state (sent / queued / failed) and contact state (verified / unverified). Use this tab to monitor delivery and follow up on failures.
• Email variants — where you create and edit the verification email templates themselves.

1. Go to Marketing → Newsletter → Verification → Email variants.
2. Click Add variant (or duplicate an existing one as a starting point).
3. Design the confirmation email in the editor. It needs the {{ subscribeURL }} merge tag — that becomes the button or link the subscriber clicks to confirm. If you leave it out, Yaplet puts it in the footer for you.
4. Set the subject line and sender address.
5. Click Save.

You can create multiple verification email variants for A/B testing. When adding subscribers manually or via CSV import, select which variant to send in the import dialog.

Send verification during subscriber import

When adding a subscriber manually or importing via CSV, toggle Send verification email on. The subscriber is created in Unverified state and receives the opt-in confirmation email automatically. They move to Verified only after clicking the link.

What's next

With your compliance setup in place, send your first campaign — see Send your first campaign. If you haven't authenticated your domain yet, do that first: Verify your sending domain.