The Unsubscribe Merge Tag

Every email campaign sent through MailChimp must include a link to an unsubscribe form, as required by law. Our *|UNSUB|* merge tag generates a link to your MailChimp-hosted Unsubscribe form. If our system doesn't detect an *|UNSUB|* merge tag in your campaign, we'll add a gray footer to your campaign with the required footer information.

In this article, you'll learn how to insert the required *|UNSUB|* merge tag to any editable text area in your email campaign.

Insert in Source Code

If you're comfortable working in the source code of a MailChimp campaign, you can insert the unsubscribe link directly into the HTML of an editable area.

To insert the unsubscribe link directly into the HTML of an editable area, follow these steps.

  1. In the Content section of the Campaign Builder, click Edit Design.
    click edit design
  2. Click anywhere in a text content block to edit it.
  3. Click the < >  source icon.
    Source code button
  4. Add the following code where you want your unsubscribe link to appear:
    <a href="*|UNSUB|*">Unsubscribe from this list.</a> 
  5. Click the < > source icon again.
  6. Click Save & Close.

Insert in Custom Code

You can still add the unsubscribe merge tag in a custom-coded a template or campaign. Copy and paste the following code anywhere you want the link to appear.


<a href="*|UNSUB|*">Unsubscribe from this list.</ a>

Insert in Plain-Text Campaign

For a plain-text campaign, type the merge tag in as regular text, like the example below. After you send your campaign, the tag will be replaced with the URL to your MailChimp-hosted unsubscribe form.


Unsubscribe from this list: *|UNSUB|*

Troubleshoot the Unsubscribe Tag

If MailChimp doesn't recognize an *|UNSUB|* tag you've inserted, here are a few things to check.

  • Are you using your own unsubscribe link? If so, the system will not recognize it. We require that our own unsubscribe merge tag be used: *|UNSUB|*. If you are using your own HTML, you can use the code in  this article.
  • Do you have comments in your html? A comments tag left open will cause the system to not see your UNSUB tag.
  • Did you use Word to create the content in your email campaign? The junk code Word pulls into the background of your campaign can interfere with our processing the unsubscribe tag. If you originally used Word,  remove the junk code to remove any HTML code that interfers with the merge tag.

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