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Tag Action Links

Let subscribers add or remove tags by clicking a link in your email

Tag action links let subscribers update their preferences with one click. Use them to capture interests, opt out of a topic, or start a workflow, without a login.

Before you use Add tag: Clicking an add-tag link also resubscribes an unsubscribed subscriber. There is no confirmation step; the click applies the action immediately.

Insert In The Editor

Tag action links work in campaigns and workflow emails, not transactional emails. Put the variable in the URL field of a link or button, never in the subject line or as plain body text.

  1. Select the text you want to turn into a link, or select a button
  2. Open the link field with the link icon or Cmd+K
  3. In the URL input, type @ to open the variable menu
  4. Select Add tag or Remove tag, or keep typing:
    • @addTag / @removeTag opens the tag submenu
    • @vip surfaces matching add/remove actions for that tag
  5. Choose an existing tag, or type a new tag name and press Enter

You can insert a tag that does not exist yet. Add tag creates it on the first click. Remove tag is a no-op until that tag exists on the subscriber.

See the editor walkthrough

Type @tag to surface Add tag and Remove tag

Choose a tag from the Add tag submenu

Tag action variable inserted as the link URL

Linked text using a tag action URL in the editor

Syntax

Use one of these variables as the complete URL. Separate multiple tag names with commas.

ActionURL to paste
Add a tag{{addTag:vip}}
Remove a tag{{removeTag:promo}}
Add multiple tags{{addTag:vip,early-access}}
Remove multiple tags{{removeTag:promo,newsletter}}

Do not add https://. Lumail generates a complete subscriber-specific URL when it sends the email.

Examples

Interest capture

Want more content about AI? [Get AI updates]({{addTag:interested-ai}})

The link text is the promise. The URL is only {{addTag:interested-ai}}.

Soft opt-out

Leave one topic without a full unsubscribe:

[Stop promotional emails]({{removeTag:promo}})

Multiple tags at once

[Join the VIP list]({{addTag:vip,early-access}})

HTML

If you are writing HTML (API, snippet, or custom block), put the variable in href only:

<a href="{{addTag:interested-ai}}">Get AI updates</a>
<a href="{{removeTag:promo}}">Stop promotional emails</a>
<a href="{{addTag:vip,early-access}}">Join the VIP list</a>

Preference center in the email

Put choices directly in the email instead of a separate settings page:

Keep weekly tips: [Yes, keep them]({{addTag:weekly-tips}})
Leave the promo stream: [Unsubscribe from promos]({{removeTag:promo}})

Workflow trigger

Use a click as the entry signal for a sequence:

  1. Subscriber clicks {{addTag:interested}}
  2. A workflow starts when that tag is added
  3. The follow-up sequence begins automatically

See Workflows and Action Step for tag-based automation.

How It Works

  1. You use a tag action variable as the URL of a link or button
  2. When the email is sent, Lumail replaces it with a unique per-subscriber URL
  3. On click, tags are applied immediately
  4. The subscriber lands on a success page with the requested tags shown as badges

What The Subscriber Sees

After the click, the subscriber sees a success page that:

  • Uses your organization branding
  • Confirms the action completed
  • Shows the tags requested by the link as badges

Constraints

  • Add tag creates a tag on the first click if it does not exist, and resubscribes an unsubscribed subscriber.
  • Remove tag only removes existing tags. It has no effect if the subscriber does not have the tag.
  • Removing a topic tag is not a global unsubscribe. Use that tag in your audience targeting to stop emails for that topic.
  • You can combine tag action links with conditional content (showIf) to show different choices to different segments.

Best Practices

Before sending, test the complete click path and check the success page and subscriber profile.

  • Make the link text describe the result, such as Get AI updates or Stop promotional emails.
  • Prefer one clear action per link and short, readable tag names (interested-ai, promo, vip).
  • Reuse existing organization tags when possible to keep the editor menu easy to scan.
  • Check that resubscribing is intended wherever you use an add-tag link.
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