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Include an Unsubscribe link in invitations

Legally, you need to include an unsubscribe link in your invitation template, which is why all templates in the Template Library already have an unsubscribe link included.

This is one of several legal requirements that need to be taken into account when developing email templates. The requirements are mostly related to CAN-SPAM compliance law.


How do I include an unsubscribe link in my custom template?

Click on Source in your custom template, and once you see the HTML code, include one of the examples below within the HTML to include the unsubscribe link.

Please note that the [UnsubscribeLink] placeholder in your custom template is case sensitive.

The following are some examples of how to incorporate unsubscribe text in your HTML:

  • Example 1: <p>If you don't want to receive these review invitations from Trustpilot in the future, please <a href="[UnsubscribeLink]" target="_blank">unsubscribe.</a></p>
  • Example 2: <p><a href="[UnsubscribeLink]" target="_blank">Unsubscribe</a> from all Trustpilot invitations.</p>

What happens when a user clicks on unsubscribe?

When a user clicks unsubscribe, they are ensuring they will not receive any future review invitations sent via the Trustpilot invitation service - regardless of which companies are using this service to invite their customers. For example, website.com sends a review invitation via Trustpilot to a user, and the user then clicks on the unsubscribe link. Later, “anotherwebsite.com” sends a review invitation to the same user via Trustpilot.

However, the invitation from “anotherwebsite.com” does not get delivered to the user because they have previously unsubscribed from Trustpilot. In other words, unsubscribe is not at the website level, but rather from Trustpilot invitations as a whole.

How do status codes reflect unsubscribe in invitations history?

  • Status Code 22 (Not delivered - User has unsubscribed): The invitation could not be delivered because the recipient has previously unsubscribed
  • Status Code 29 (Delivered, but user unsubscribed): The invitation was delivered, but the user unsubscribed through the invitation

If a user clicks on unsubscribe in the invitation, will it unsubscribe the user from all Trustpilot emails, like notifications and newsletters?

No. Unsubscribing from invitation emails does not unsubscribe users from other emails.

Why is it mandatory to have an unsubscribe link in invitations?

Unsubscribe is mandatory as per CAN-SPAM compliance law. More importantly, giving users the option to unsubscribe will improve trust in your services and brand reputation, and will result in fewer spam complaints and a more active/engaged list of recipients.

Will the unsubscribe link reduce the conversion rate?

No. In fact, many users report unwanted mail as spam if they cannot find the unsubscribe option, which is much more harmful to your brand reputation. We therefore recommend making the unsubscribe link as clear as the mark as spam button.

How can a consumer re-subscribe?

Your customers can re-subscribe to review invitations by going to My Settings in their Trustpilot account. Read more here.

What happens if my invitation template does not contain the unsubscribe link?

Now that inclusion of unsubscribe is mandatory, Trustpilot will automatically include the unsubscribe URL at the bottom of all invitation emails that do not already have one. The accompanying text will be in English only, so, if you wish to preserve the look and feel of your templates, we advise you to add the unsubscribe placeholder yourself to all of your live custom templates.



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