All workflow emails include an unsubscribe link to comply with email regulations like CAN-SPAM. This guide explains how unsubscribes work and how to manage them properly.
Why Unsubscribe Links Are Required #
Email regulations require that commercial emails include a way for recipients to opt out:
- CAN-SPAM (US) – Requires clear unsubscribe mechanism
- GDPR (EU) – Requires consent and opt-out options
- CASL (Canada) – Requires express consent and unsubscribe
BookLive automatically includes unsubscribe links in all workflow emails to ensure compliance.
How Unsubscribe Links Work #
Each workflow email contains a unique unsubscribe link at the bottom. When a recipient clicks it:
- They are taken to an unsubscribe confirmation page
- Upon confirmation, their enrollment is cancelled
- The unsubscribe timestamp is recorded
- All pending steps are marked as skipped
- No further emails are sent from that enrollment
What Happens After Unsubscribe #
Enrollment Status Changes #
- Status changes to “Cancelled”
- The
unsubscribed_atfield is set - The
cancelled_atfield is set
Pending Steps #
All pending steps in the enrollment are automatically marked as “Skipped” so they will not execute.
Other Workflows #
Unsubscribing from one workflow only affects that specific enrollment. The client may still be enrolled in other workflows.
Viewing Unsubscribed Enrollments #
To see which clients have unsubscribed:
- Go to the workflow
- View enrollments
- Filter by “Cancelled” status
- Look for enrollments with an unsubscribe timestamp
Unsubscribed enrollments show both the cancellation date and the unsubscribe date, distinguishing them from manually cancelled enrollments.
Respecting Unsubscribe Requests #
Important: You should never manually re-enroll a client who has unsubscribed unless they explicitly request to receive emails again.
Do Not #
- Re-enroll unsubscribed clients in the same workflow
- Enroll unsubscribed clients in similar workflows to circumvent their request
- Remove unsubscribe links from your templates
You May #
- Send individual, personal emails outside of workflows
- Contact the client by phone if you have a business relationship
- Re-enroll only if the client explicitly opts back in
Unsubscribe Link Placement #
The unsubscribe link appears at the bottom of every workflow email. The standard format includes:
- Clear “Unsubscribe” text
- Link to the unsubscribe page
- Brief explanation of what clicking will do
Reducing Unsubscribes #
While you must respect unsubscribe requests, you can reduce them by:
Sending Valuable Content #
- Make every email useful to the recipient
- Avoid sending emails just to “stay in touch”
- Provide information they actually need
Respecting Timing #
- Do not send too many emails
- Space emails appropriately
- Stop workflows when goals are met
Keeping Emails Relevant #
- Use goals to stop workflows when appropriate
- Segment clients into appropriate workflows
- Do not send irrelevant communications
Compliance Best Practices #
Prompt Processing #
Unsubscribe requests are processed immediately in BookLive. The regulations typically require processing within 10 business days, but immediate processing is best practice.
No Fees or Barriers #
Unsubscribing should be free and easy. Do not:
- Require login to unsubscribe
- Make the process confusing
- Hide the unsubscribe link
Accurate Sender Information #
Ensure your workflow emails include:
- Accurate sender name
- Valid reply-to address
- Physical mailing address (in footer)
Tracking Unsubscribe Rates #
Monitor your unsubscribe rate to gauge email quality:
- Low rate (under 0.5%) – Your emails are well-received
- Medium rate (0.5-1%) – Consider reviewing content or frequency
- High rate (over 1%) – Review and improve your workflow strategy
When Clients Ask to Re-subscribe #
If a client contacts you wanting to receive emails again:
- Verify their request (preferably in writing)
- Enroll them in the appropriate workflow
- Document their re-subscription request
Keep records of opt-in requests in case of compliance questions.
