In the current behavior, both {{ email.unsubscribe }} and {{ consent.page }} take the customer to the project’s consent page, where they can manage their communication preferences.
Symptoms
You may be unsure which tag to use because they look different. You may also expect {{ email.unsubscribe }} to immediately unsubscribe a customer from email only, while {{ consent.page }} opens a preference page.
Correct reference
Use {{ consent.page }} in new or updated email templates.
Today, both tags lead to the same consent management flow across current projects. However, {{ email.unsubscribe }} is a legacy option that predates the current consent-page model, while {{ consent.page }} is the clearer and preferred option from now on.
The consent page lets customers view and manage the consent categories configured in the project. Each customer gets a unique consent page link generated for their profile.
Important note
This consent page flow is different from one-click unsubscribe in the inbox header. One-click unsubscribe is handled through the list-unsubscribe mechanism, while consent page updates are tracked separately. In consent events, inbox unsubscribe actions are tracked with source = list_unsubscribe, while consent page actions are tracked with source = page.
Troubleshooting
If the unsubscribe link does not work in a preview or test email, test it through a live send instead. These links rely on a real personalized token generated during actual campaign execution.
If you use a custom consent page, the final unsubscribe behavior depends on that page’s implementation. If categories are hidden or custom logic is incorrect, customers may unsubscribe from more categories than intended. Read more in Advanced customization.
Summary
Use {{ consent.page }} as the standard unsubscribe/preference link in emails. {{ email.unsubscribe }} still works, but it is a legacy tag and currently results in the same consent page behavior as in modern Engagement projects.