Manage consent

Use Journey Optimizer to track your recipients’ consent for communication and understand how they want to engage with your brand by managing their preferences and subscriptions.

Regulations such as GDPR state that you must comply with specific requirements before being able to use information from Data Subjects. Moreover, Data Subjects should be able to modify their consent at any time.

Why is it important?

  • Failing to comply with these regulations introduces regulatory legal risks for your brand.
  • It helps you avoid sending unsolicited communications to your recipients, which could make them mark your messages as spam and harm your reputation.

Learn more on managing Privacy and the applicable regulations in the Experience Platform documentation.


In Journey Optimizer, consent is handled by the Experience Platform Consent schema. By default, the value for the consent field is empty and treated as consent to receive your communications. You can modify this default value while onboarding to one of the possible values listed here.

Email opt-out management

Providing the capability to recipients to unsubscribe from receiving communications from a brand is a legal requirement. Learn more about the applicable legislation in the Experience Platform documentation.

Therefore, you must always include an unsubscribe link in every email sent out to recipients:

  • Upon clicking this link, the recipients will be directed to a landing page to confirm opting out.
  • After confirming their choice, the profiles’ data will be updated with this information.

Marketing-type email messages must include an opt-out link, which is not required for transactional messages. The message category (Marketing or Transactional) is defined at the channel surface (i.e. message preset) level and when creating the message.

External opt-out

To do this, you can insert a link to an external landing page into an email in order to enable users to unsubscribe from receiving communications from your brand.

You first need to add an unsubscribe link into a message. To do this, follow the steps below:

  1. Build your own unsubscription landing page.

  2. Host it on the third-party system of your choice.

  3. Create a message in a journey.

  4. Select text in your content and insert a link using the contextual toolbar.

  5. Select External Opt-out/Unsubscription from the Link type drop-down list.

  6. In the Link field, paste the link to your third-party landing page.

  7. Click Save.

Implement an API call for opt-out

To have your recipients opted out when they submit their choice from the landing page, you must implement a Subscription API call through Adobe Developer to update the corresponding profiles’ preferences.

This POST call is as follows:


Query parameters:

  • params: contains the encrypted payload
  • sig: signature
  • pid: encrypted profile ID

These three parameters will be included into the third-party landing page URL sent to your recipient:

Header requirements:

  • x-api-key
  • x-gw-ims-org-id
  • x-sandbox-name
  • authorization (user token from your technical account)

Request body:

   "marketing": [
            "type": "email",
            "choice": "no",
            "scope": "channel"


Journey Optimizer will use these parameters to update the corresponding profile’s choice through the Adobe Developer API call.

Once you configured the unsubscribe link to your landing page and implemented the API call, your message is ready to be sent.

  1. Send the message including the link through a journey.

  2. Once the message is received, if the recipient clicks the unsubscribe link, your landing page is displayed.

  3. If the recipient submits the form (here, by hitting the Unsubscribe button in your landing page), the profile data is updated through the API call.

  4. The opted-out recipient is then redirected to a confirmation message screen indicating that opting out was successful.

    As a result, this user will not receive communication from your brand unless subscribed again.

  5. To check that the corresponding profile’s choice has been updated, go to Experience Platform and access the profile by selecting an identity namespace and a corresponding identity value. Learn more in the Experience Platform documentation.

    In the Attributes tab, you can see the value for choice has changed to no.

One-click opt-out

As many customers look for an easier process to unsubscribe, you can also add a one-click opt-out link into your email content. This link will enable your recipients to quickly unsubscribe from your communications, without being redirected to a landing page where they need to confirm their choice, which speeds up the unsubscribe process.

To add an opt-out link in your email, follow the steps below.

  1. Insert a link and select One click Opt-out as the type of link.

  2. Select how you want to apply the opting out: at the channel, identity, or subscription level.

    • Channel: The opt-out applies to future messages sent to the profile’s target (i.e. email address) for the current channel. If several targets are associated with a profile, the opt-out applies to all targets (i.e. email addresses) in the profile for that channel.
    • Identity: The opt-out applies to future messages sent to the specific target (i.e. email address) being used for the current message.
    • Subscription: The opt-out applies to future messages associated with a specific subscription list. This option can only be selected if the current message is associated with a subscription list.
  3. Enter the URL of the landing page where the user will be redirected once unsubscribed. This page is only here to confirm that opting out was successful.


    If you enabled the List-Unsubscribe option at the channel surface level, this URL will also be used when users click the unsubscribe link in the email header. Learn more

    You can personalize your links. Learn more on personalized URLs in this section.

  4. Save your changes.

Once your message is sent through a journey, if a recipient clicks the opt-out link, their profile is immediately opted out.

Unsubscribe link in email header

If the List-Unsubscribe option is enabled at the channel surface level, the corresponding emails sent with Journey Optimizer will include an unsubscribe link in the email header.

For example, the unsubscribe link will display like this in Gmail:


To display the unsubscribe link in the email header, the recipients’ email client must support this feature.

The unsubscribe address is the default Mailto (unsubscribe) address displayed in the corresponding channel surface. Learn more.

To set a personalized unsubscribe URL, insert a one-click opt-out link into the email message content and enter the URL of your choice. Learn more

Depending on the email client, clicking the unsubscribe link from the header can have the following impacts:

  • The unsubscribe request is sent to the default unsubscribe address.

  • The recipient is directed to the landing page URL that you specified when adding the opt-out link to your message.


    If you do not add a one-click opt-out link into your message content, no landing page will be displayed.

  • The corresponding profile is immediately opted out and this choice is updated in Experience Platform. Learn more in the Experience Platform documentation.

Push opt-out management

Push recipients can unsubscribe through their devices themselves.

For example, upon downloading or when using your app, they can select to stop notifications. Similarly, they can change the notification settings through the mobile operating system.

SMS opt-out management

In accordance with the industry standards and regulations, SMS recipients can reply with opt-in and opt-out keywords.
Adobe Journey Optimizer automatically processes the following keywords in incoming messages: START, STOP, and UNSTOP. These keywords trigger automatic standard replies from the SMS provider.

For more information on SMS opt-out, refer to this page.

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