Unsubscribes and double opt-in

The unsubscribe link

Every campaign sent through Yaplet automatically includes an unsubscribe link. When a subscriber clicks the unsubscribe link, 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 workflow emails.

The link is generated from the {{ unsubscribeURL }} merge tag. You don't need to add it manually to standard templates — Yaplet appends the footer. If you build a fully custom HTML email, include {{ unsubscribeURL }} somewhere visible to remain compliant with CAN-SPAM (US), CASL (Canada), and GDPR (EU).

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 all active workflow sequences.
• 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*	Confirmed unsubscribe on the unsubscribe page, or marked manually.
Bounced	No	Hard bounce recorded — the address is invalid or unreachable.
Complaint	No	Marked as spam by the recipient via their email client.
Removed	No	Manually removed by an admin.

* Regular campaigns and standard workflow emails skip unsubscribed contacts, but workflows triggered by the Unsubscribe event itself — for example a "sorry to see you go" survey — will still fire for them. That's 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 Newsletter → Verification in the dashboard menu. 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 Newsletter → Verification → Email variants.
2. Click New variant (or duplicate an existing one as a starting point).
3. Design the confirmation email in the editor. The email must include the {{ subscribeURL }} merge tag — this becomes the button or link the subscriber clicks to confirm.
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.