Unsubscribe and Subscription Management Setup in Bitrix24
A client clicks "Unsubscribe" in an email—and continues receiving mailings. A week later complains to spam. The mail provider reduces domain reputation, next mailings land in spam for everyone. Problem: unsubscribe technically works, but CRM status doesn't update, and contact enters next mailing again.
How Unsubscribe Works in B24
Bitrix24 adds unsubscribe link to every email sent through CRM Marketing. When clicked:
- Contact arrives at unsubscribe confirmation page.
- After confirmation, contact gets "Unsubscribed from Mailings" flag in CRM.
- All subsequent CRM Marketing mailings automatically exclude this contact.
Flag is stored in contact field and visible to manager in card. Manager can continue working with contact (call, write personally), but mass mailings don't go to them.
List-Unsubscribe Header
Besides link in email body, mail providers (Gmail, Mail.ru, Yandex) support List-Unsubscribe header. It adds "Unsubscribe" button directly in mail client interface—next to sender name.
B24 adds this header automatically in CRM Marketing mailings. Reduces spam complaints: easier for user to click "Unsubscribe" than "Spam".
Subscription Management (Preference Center)
Simple unsubscribe is "all or nothing". Client wants product news but not sales. Preference Center allows choosing categories:
- Company News
- Sales and Discounts
- Product Updates
- Event Invitations
In B24, implemented through contact custom fields (checkboxes) and segmentation. Each mailing sent by segment with appropriate filter. Subscription management page—CRM form where contact updates preferences.
Data Processing Consent
GDPR and similar laws require recording consent for mailings. B24 allows:
- Adding consent checkbox to CRM forms
- Storing consent date and source in contact fields
- Filtering mailings: send only to those who consented
"Consent Received" field—custom, created manually. Recommended to store: consent date, source (site form, verbal consent, contract), consent text.
List Hygiene
Unsubscribes are part of mailing list hygiene. Besides unsubscribed, handle:
- Hard bounce — non-existent addresses. B24 marks after delivery error.
- Soft bounce — temporary errors (mailbox full). After several attempts, address is excluded.
- Inactive — contacts not opening emails for 6+ months. Should highlight in separate segment and either reactivate or exclude.
Clean list = high deliverability = emails land in "Inbox", not "Spam".
What We Configure
- Checking unsubscribe link correctness in all mailing templates
- Setting up List-Unsubscribe header
- Creating custom fields for subscription categories
- Developing subscription management page (Preference Center) via CRM form
- Setting up data processing consent fields: date, source, text
- Segmenting mailings accounting for subscriptions and consents
- Setting up bounce address and inactive contact handling
- Testing: unsubscribe → check CRM flag → check exclusion from next mailing