Does omitting the unsubscribe link in plain text emails affect deliverability?
Michael Ko
Co-founder & CEO, Suped
Published 21 Apr 2025
Updated 18 Aug 2025
7 min read
Email deliverability is a nuanced field, often requiring attention to details that might seem minor at first glance. One such detail that frequently comes up is the inclusion of an unsubscribe link, particularly in plain text email variants. While many email senders prioritize the visual HTML version of their messages, the plain text counterpart also plays a role in how email service providers (ESPs) and recipients perceive your mail.
The question of whether omitting an unsubscribe link in a plain text email affects deliverability, even if it’s present in the HTML version, is a common one. On the surface, it might seem like a small oversight, given that most modern email clients default to displaying the HTML version. However, the underlying mechanisms of email filtering and sender reputation are more complex than they appear, and seemingly minor details can have significant ripple effects.
I'll delve into the various factors at play, from direct deliverability impacts to indirect effects on sender reputation and compliance with regulations. Understanding these aspects will help clarify why, even in the age of rich HTML emails, the plain text version and its unsubscribe option remain relevant to your overall email strategy.
The role of plain text in email delivery
Plain text emails serve as a fallback for recipients whose email clients cannot render HTML, or for those who prefer a simpler viewing experience. While this demographic might be small, it's still present. Furthermore, some automated systems, such as spam traps or older ticketing systems, may primarily process the plain text part of an email. Omitting the unsubscribe link in this version can create unexpected issues for these specific cases.
Having a complete and functional plain text version, including an unsubscribe link, reflects a commitment to good email practices. While the direct impact on deliverability from its absence in plain text might not be as pronounced as with HTML, it contributes to the overall quality and trustworthiness of your email campaigns. This also extends to the technical headers, such as the List-Unsubscribe header, which is machine-detectable and crucial for many email clients.
Ensuring that the plain text version is well-formatted and includes all essential elements, including a clear unsubscribe option, aligns with the best practices for email deliverability. For more details on the importance of plain text versions, you can review our guide on why a plain text email version is important.
Indirect impact on sender reputation
While the direct impact of a missing plain text unsubscribe link might be minimal for most recipients, the indirect effects on your sender reputation can be significant. If a recipient struggles to find an unsubscribe option, they are far more likely to mark your email as spam. This action directly damages your sender reputation, which in turn leads to lower deliverability rates across all your campaigns.
Email service providers like Gmail and Yahoo closely monitor spam complaint rates as a key indicator of your sending practices. A high rate can lead to your emails being filtered into the spam folder, or even worse, your IP address or domain being added to a blocklist (or blacklist). Even if the plain text version is rarely seen, the absence of an easy unsubscribe path can lead to frustrated users taking the spam button route. For more information on how this affects your sending, read about if omitting an unsubscribe link is bad.
Moreover, the presence of a List-Unsubscribe header is often more critical than the unsubscribe link within the email body itself. This header allows email clients to provide a one-click unsubscribe option directly in the interface, such as the one seen in Gmail. If this header is missing or improperly configured, it can significantly impact your deliverability, regardless of whether a link is present in the plain text or HTML body. We have a detailed article on how the List-Unsubscribe header affects deliverability.
Lack of clear unsubscribe
Recipient frustration: When users cannot easily opt out, they resort to marking emails as spam.
Increased spam complaints: Higher complaint rates negatively impact your sender reputation with ESPs.
Potential blocklisting: Consistent high spam rates can lead to your domain or IP being put on a blacklist (or blocklist).
Prominent unsubscribe option
Improved sender reputation: ESPs favor senders who provide easy opt-out mechanisms.
Lower spam rates: Users unsubscribe instead of marking as spam.
Better deliverability: A good reputation means more emails reach the inbox rather than the spam folder.
Compliance and legal considerations
Beyond deliverability, there are also legal requirements governing unsubscribe links. Laws like the CAN-SPAM Act in the United States and GDPR in Europe mandate that commercial emails must include a clear and conspicuous unsubscribe mechanism. While these laws don't specifically differentiate between HTML and plain text versions, best practice dictates providing an unsubscribe link in both for comprehensive compliance.
Failing to comply with these regulations can lead to substantial fines and damage to your brand’s credibility. Regulatory bodies and email service providers (ESPs) (like Outlook) are increasingly strict about protecting users from unwanted email. Including the unsubscribe link in the plain text version demonstrates a commitment to transparency and legal adherence. A simple List-Unsubscribe header also makes it easier for users to opt out via their email client's interface. Learn more about the CAN-SPAM Act and data privacy laws.
Ensuring compliance in plain text
The plain text version of your email should always contain a clear and functional unsubscribe link. This ensures compliance with anti-spam regulations, even if the primary email is HTML-based. Providing easy opt-out options minimizes the risk of spam complaints and helps maintain a positive sender reputation.
Plain text unsubscribe exampleText
To unsubscribe from future emails, please visit: [Your Unsubscribe Link Here]
Or reply to this email with "Unsubscribe" in the subject line.
Why not include it?
Given the potential for indirect negative impacts and legal repercussions, the question isn't really whether it's harmful to omit the unsubscribe link, but rather, why wouldn't you include it? Adding a simple text link to your plain text email variant is a trivial task during the email creation process, especially if your email service provider manages both HTML and plain text versions automatically. Most modern email platforms simplify this to a great extent.
Consider the scenario where a postmaster (the person responsible for email delivery at an ESP) or a blocklist operator is investigating your sending practices. They might examine your emails in a text editor or review them from a spam trap, where only the plain text version is readily accessible. Discovering a missing unsubscribe link in this context could lead them to believe you're intentionally trying to hide it, raising red flags about your legitimacy as a sender. This is a small, easy step to take to avoid being added to an email blacklist.
The low effort, high reward action
Always include an unsubscribe link in your plain text emails. It's a minimal effort that provides significant benefits by improving deliverability, ensuring compliance, and fostering trust with both recipients and email service providers. This simple addition can prevent your emails from being flagged as spam and keep your sending reputation strong. This proactive approach supports good email practices and better deliverability.
Views from the trenches
Best practices
Ensure both HTML and plain text versions of your emails contain a clear, functional unsubscribe link.
Implement the List-Unsubscribe header for one-click unsubscribe functionality directly within email clients.
Regularly monitor your spam complaint rates to proactively identify and address deliverability issues.
Make the unsubscribe process as straightforward as possible, avoiding login requirements or multiple steps.
Verify your email platform automatically includes unsubscribe links in plain text variants if you use one.
Common pitfalls
Relying solely on the HTML unsubscribe link and neglecting the plain text version.
Making the unsubscribe process difficult or hidden, leading to increased spam complaints.
Not implementing the List-Unsubscribe header, which is essential for modern email clients.
Assuming plain text emails are never seen, overlooking their importance for certain systems and users.
Failing to understand local anti-spam and privacy regulations, like CAN-SPAM or GDPR.
Expert tips
Even if few users see the plain text version, its proper formatting and complete content signal legitimacy to ISPs.
The List-Unsubscribe header is often more critical for deliverability than the in-body link.
Proactively providing an easy unsubscribe option filters out disengaged subscribers, improving overall engagement metrics.
Consider the 'Easter egg' scenario: a manual review by a postmaster should always find proper opt-out options.
A well-maintained email list with clear unsubscribe paths contributes significantly to long-term sender reputation.
Expert view
Expert from Email Geeks says that while there might not be a direct effect on deliverability from the absence of an unsubscribe link in the plain text version, the more significant risk is that frustrated recipients will mark the email as spam if they cannot easily unsubscribe. They also noted that plain text is mostly seen by specific systems rather than human readers.
2023-08-14 - Email Geeks
Expert view
Expert from Email Geeks says that having the List-Unsubscribe-Post header and related headers is likely to have a more dramatic effect than the plain text link, as these are machine-detectable and highly utilized by modern email clients.
2023-08-14 - Email Geeks
Final thoughts on plain text unsubscribe links
The answer to whether omitting an unsubscribe link in plain text emails affects deliverability is multi-faceted. While the direct technical impact might be limited for most end-users who primarily view HTML emails, the indirect consequences are very real and can be damaging to your sender reputation. The risk of increased spam complaints, potential blocklisting (or blacklisting), and non-compliance with legal regulations far outweighs the minimal effort required to include the link.
Ultimately, best practices dictate providing a clear, accessible unsubscribe option in both the HTML and plain text versions of your emails, alongside a properly configured List-Unsubscribe header. This holistic approach ensures you are compliant, maintain a strong sender reputation, and ultimately achieve better email deliverability for your campaigns.
Gmail and 
Yahoo closely monitor spam complaint rates as a key indicator of your sending practices. A high rate can lead to your emails being filtered into the spam folder, or even worse, your IP address or domain being added to a blocklist (or blacklist). Even if the plain text version is rarely seen, the absence of an easy unsubscribe path can lead to frustrated users taking the spam button route. For more information on how this affects your sending, read about if omitting an unsubscribe link is bad.
Outlook) are increasingly strict about protecting users from unwanted email. Including the unsubscribe link in the plain text version demonstrates a commitment to transparency and legal adherence. A simple List-Unsubscribe header also makes it easier for users to opt out via their email client's interface. Learn more about the CAN-SPAM Act and data privacy laws.
