Marketing email and unsubscribe

Marketing email includes promotions, campaigns, and subscription newsletters. Confirm that recipients want the content and provide a clear, working unsubscribe method. Unsubscribe and complaint handling directly affect future delivery reputation.

Marketing message rules

• Every API message object must contain exactly one To and no Cc/Bcc. For batch marketing, create one object per recipient.
• A non-template request without messageType defaults to MARKETING; a template determines the type.
• Do not label promotional content as TRANSACTIONAL to bypass recipient or unsubscribe requirements.
• When providing both HTML and plain text, keep a readable unsubscribe link in both.
• Do not continue marketing to recipients who unsubscribed, complained, or otherwise declined the messages.

Platform unsubscribe links and List-Unsubscribe

Automatic unsubscribe content is controlled by an API Key-level switch, which is off by default. Contact platform operators to enable or change it; this is not a self-service setting in the email console.

When enabled for marketing email, the delivery pipeline:

1. Replaces {{unsubscribe_url}} or the compatible shorthand {{unsubscribe}} with a platform-generated unsubscribe link, or appends an English unsubscribe footer when no placeholder exists.
2. Adds these headers so compatible mailbox clients can present an unsubscribe action: