Klaviyo unsubscribe and preference links in emails
This guide explains how unsubscribe and manage preferences links work in Klaviyo emails, how that connects to consent pages and hosted pages, and how Last Chance fits in.
Why this matters for Last Chance
Last Chance intercepts traffic when someone clicks Unsubscribe or Manage preferences in a Klaviyo email after Klaviyo sends them to your email unsubscribe or preferences consent experience. You wire that experience to a Klaviyo hosted page that runs Last Chance’s redirect script (see the unsubscribe hosted page setup and preference center setup guides).
For that path to run:
- The email must use Klaviyo’s unsubscribe / manage preferences tags (or Klaviyo’s UI equivalent), so Klaviyo generates the correct URLs.
- In Klaviyo consent pages settings, the email unsubscribe (and optionally preferences) step must be set to Use hosted page with your Last Chance HTML.
If Klaviyo does not detect an unsubscribe tag in a message, it may automatically add a basic unsubscribe link at the bottom of the email. That still goes through Klaviyo’s unsubscribe flow, but you should not rely on omission—include a proper tag or footer link in templates you control. For Klaviyo’s own explanation, see How to add an unsubscribe link to Klaviyo emails.
Add an unsubscribe link to campaigns and flows
Using the email editor (drag-and-drop or text block)
- Open the email template (campaign, flow email, or universal content).
- Select a text block (or add one) and open the text editor.
- Click the personalization icon in the toolbar.
- Open All types → Links and preview → Unsubscribe.
Klaviyo inserts the correct tag for a full unsubscribe link.
Tag reference (custom HTML or advanced edits)
| Use case | Tag |
|---|---|
| Default linked text (“Unsubscribe”) | {% unsubscribe %} |
| Custom link text | {% unsubscribe 'Your custom text' %} |
URL only (hyperlink URL field, button Link address, or href in custom HTML) | {% unsubscribe_link %} |
Important: The default {% unsubscribe %} tag outputs a full HTML link, not just a URL. If you put it in a button’s URL field or inside <a href="...">, the link can break. In those cases use {% unsubscribe_link %} inside href, for example:
<a href="{% unsubscribe_link %}" style="color: #333;">Unsubscribe here</a>
More detail and screenshots: How to add an unsubscribe link to Klaviyo emails.
Add a manage preferences (preference center) link
When someone clicks manage preferences, Klaviyo shows the preferences consent page (unless you override it with a hosted page—see Klaviyo preference center setup).
Tag reference
| Use case | Tag |
|---|---|
| Linked text in a text block | {% manage_preferences %} |
Button block Link address, image link, or href in custom HTML | {% manage_preferences_link %} |
Use {% manage_preferences_link %} anywhere you need only the URL, same pattern as {% unsubscribe_link %}.
Consent pages: what Klaviyo shows subscribers
Klaviyo maintains account default consent pages (preferences, subscribe, email unsubscribe, success pages, etc.). Tags like {% unsubscribe %} and {% manage_preferences %} route recipients to the appropriate consent page for that send—usually the account default.
List-specific consent pages apply only when an email targets exactly one static list (e.g. a campaign to a single list, or a flow triggered by “added to list” for that list). Segment sends, multi-list sends, and most event-triggered flows use account default pages.
To understand defaults vs list overrides and where to edit each page, see Klaviyo’s Getting started with consent pages.
Last Chance: After you assign your hosted page to Email unsubscribe (and optionally to the preferences / manage-preferences step), anyone who reaches that consent step via those tags will hit your redirect and land on Last Chance.
Quick checklist
- Unsubscribe: use the personalization menu or
{% unsubscribe %}/{% unsubscribe_link %}as appropriate for text vs buttons. - Preferences (optional but recommended): add
{% manage_preferences %}or{% manage_preferences_link %}where you want subscribers to adjust preferences before unsubscribing. - Klaviyo Consent pages: Email unsubscribe → Use hosted page → your Last Chance unsubscribe hosted page HTML.
- Optional: second hosted page + consent assignment for manage preferences → Preference center setup.
Related Last Chance guides
Official Klaviyo help
- How to add an unsubscribe link to Klaviyo emails
- Getting started with consent pages
- Klaviyo hosted pages (overview)
For support: support@yourlastchance.app