---
"@context": https://schema.org
"@type": TechArticle
"@id": https://www.twilio.com/docs/sendgrid/ui/sending-email/recipient-subscription-preferences#article
headline: Recipient Subscription Preferences
description: When your recipients unsubscribe, they see a personalized page where they can manage their subscriptions with your emails.
url: https://www.twilio.com/docs/sendgrid/ui/sending-email/recipient-subscription-preferences
inLanguage: en
dateModified: 2026-08-26T01:54:34.000Z
author:
  "@type": Organization
  name: Twilio Developer Education Team
publisher:
  "@type": Organization
  name: Twilio
---

# Recipient Subscription Preferences

Email messages must give recipients the option to unsubscribe. Twilio SendGrid lets you define a type of email message that recipients can choose not to receive. These types are called *[Unsubscribe Groups][unsub-groups]*.

If you add an unsubscribe group to an email message or email template, the resulting emails include two links at the bottom of the email: **Unsubscribe** and **Email Preferences**.

## Unsubscribe link

When a recipient clicks **Unsubscribe**, the Twilio Console asks the recipient for confirmation. How their subscription changes depends on the unsubscribe group that was linked to the email message or template.

| Includes Unsubscribe Group | Result of clicking Unsubscribe link                                            |
| -------------------------- | ------------------------------------------------------------------------------ |
| Yes                        | [Removes recipient from emails that use that unsubscribe group][unsub-groups]. |
| No                         | [Removes recipient from all emails][unsub-global].                             |

If they confirm the unsubscription, the recipient gets added to either the Group or Global Unsubscribe list.

## Email preferences link

Your email messages include a link to the recipient's personalized **Email Preferences** page. This page displays the names and descriptions of your Unsubscribe Groups. From this page, the recipient can choose which email messages they want to receive.

To customize the link to your **Email Preferences** page, add one of the following two substitution tags anywhere in your email message or template:

| Substitution tag              | Link displays                              |
| ----------------------------- | ------------------------------------------ |
| `<%asm_preferences_url%>`     | **Manage Email Preferences**               |
| `<%asm_preferences_raw_url%>` | Full URL to the **Email Preferences** page |

## Additional resources

* [Transactional templates][]
* [Spam reports][]

[Transactional templates]: /docs/sendgrid/ui/sending-email/create-and-edit-legacy-transactional-templates

[Spam reports]: /docs/sendgrid/ui/analytics-and-reporting/spam-reports

[unsub-groups]: /docs/sendgrid/ui/sending-email/create-and-manage-unsubscribe-groups

[unsub-global]: /docs/sendgrid/ui/sending-email/global-unsubscribes