Overview
Managing subscriber preferences effectively is crucial to maintaining trust and compliance in digital communication. This guide provides detailed instructions on integrating an unsubscribe option in your email campaigns using Element451. We'll explore both the use of pre-made footer blocks available within the platform and the steps to create a custom unsubscribe link or button manually.
Including an opt-out option in your communications is legally required under the CAN-SPAM Act. An option to opt out from receiving your marketing emails must be clear and straightforward for recipients. For more detailed information, review the FTC CAN-SPAM Act Compliance Guide.
Transactional vs. Marketing Messages
Under the CAN-SPAM Act, bulk email communications fall into two categories: Marketing (Promotional) Messages and Transactional Messages. When configuring email communication in Element451, you can set the Communication Priority to either Marketing or Transactional to ensure proper handling and compliance.
While respecting a contact’s opt-out preferences is essential, CAN-SPAM provides more flexibility for Transactional Messages, allowing them to be sent even if a recipient has unsubscribed.
Use the collapsable sections below to review the differences between transactional and marketing communication priorities:
Transactional Messages
Transactional Messages
Transactional emails provide essential updates, confirmations, or notifications about a student’s account, application, or activities. A specific student action usually triggers these messages, and they are not promotional in nature.
Highlights
They do not require opt-in consent.
They can be sent even if a recipient has unsubscribed.
CAN-SPAM allows these messages to bypass email unsubscribe settings, but the best practice is to ensure they are truly transactional.
This contrasts with the TPCA, which does not allow for any SMS messages (transactional, marketing, or one-on-one conversation messages) to be sent to contacts who have opted out. Read more about SMS unsubscribes here.
They are usually one-time notifications, not part of an ongoing campaign.
Examples
Application Submission Confirmation
Event Registration Confirmation
Financial Aid Award Notice
Password Reset Request
Marketing Messages
Marketing Messages
Marketing emails are designed to promote programs, events, or opportunities and are often part of a broader outreach campaign. Unlike transactional emails, these cannot be sent to unsubscribed contacts.
Highlights
They require prior opt-in consent and must honor unsubscribe preferences.
They are typically part of ongoing engagement efforts/campaigns.
Sending Marketing emails incorrectly labeled as Transactional can violate CAN-SPAM, increase spam complaints, and damage your sender reputation.
Examples
Application Deadline Reminder
Open House/Preview Day Invitation
Scholarship Opportunity Email
RFI Follow-Up Campaign
Which One to Use?
If your message is purely informational, triggered by a student action, or they explicitly requested the information, it is transactional and does not require opt-in consent (but it's highly recommended).
If your message promotes engagement, enrollment, or an event, it is marketing and requires opt-in consent.
Unsubscribing (Opting Out)
Unsubscribing is when contacts revoke their consent and no longer wish to receive email messages from your institution.
Unsubscribe Options + Adding Option to Emails
There are two different methods to add an unsubscribe link to your email Campaigns. Use the collapsable sections below to explore the methods:
Add Unsubscribe via Footer Block
Add Unsubscribe via Footer Block
Element451 simplifies the inclusion of an unsubscribe link in your email communications through its pre-designed footer blocks, available in the Campaigns module. Each footer block features a built-in unsubscribe text link, which is directly tied to a unique unsubscribe token for each recipient.
How It Works
Add a footer content block to your email. The unsubscribe link in the footer block is already configured with a personalized unsubscribe token.
When a recipient clicks on this link, Element451 automatically records this action as an unsubscribe request in the recipient's profile based on the token.
Add Unsubscribe via Link
Add Unsubscribe via Link
For those who prefer a more tailored approach, creating a manual unsubscribe link allows for customization of the message and placement within your email layout.
Steps to Create a Manual Unsubscribe Link
Choose Your Text: Decide on the text that recipients will click to unsubscribe—common choices include "Unsubscribe from this list" or "Click here to opt out."
Insert the Link: Highlight your chosen text and click the ‘insert link’ button in your email editor.
Add the Unsubscribe Token: In the URL field of the hyperlink, input
[custom:unsubscribe]as the destination. This token will generate a unique link for each recipient.Save Your Changes: Ensure that all edits are saved and your email is ready to send with the new unsubscribe link in place.
Unsubscribe by Internal User
Unsubscribe by Internal User
You have the option to unsubscribe a contact manually from the dashboard. This is particularly helpful if a contact calls or emails asking to be unsubscribed. To learn more about this process, explore our help article, Email + SMS: Manually Unsubscribe Contacts.
The Process of Unsubscribing (Milestone)
When a person unsubscribes, the
Email Unsubscribe Datemilestone is added to that contact's profile.Following this, they will no longer receive marketing email messages from you. The system automatically prevents this from happening, therefore, there is no action required on your end.
Messages with the Transactional priority will still be sent to the contact regardless of whether they have an unsubscribed milestone.
It is best practice to add a label to the contact's profile when they unsubscribe, as it provides an at-a-glance indicator. You can automate this process by creating a rule that is initiated by the 'joined segment' trigger.
The Campaigns Module is only available with the Element Ignite and Engage packages.