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Tag Action Links

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

Tag action links turn a normal email link into a one-click preference action. When a subscriber clicks, Lumail adds or removes tags on their profile instantly and shows a success page.

Use them for interest capture, topic opt-outs, preference centers, and workflow triggers — without asking the subscriber to log in.

There is no confirmation step. The click itself is the action.

Important: An Add tag click also resubscribes a subscriber whose status is unsubscribed. Use add-tag links only when that is the intended outcome.

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

Tag action syntax is only valid in a link or button URL. It is not a content or subject-line variable. Typing {{addTag:vip}} in the email body does not create a clickable action.

Syntax

{{addTag:tag-name}}
{{removeTag:tag-name}}

Multiple tags, comma-separated:

{{addTag:vip,early-access}}
{{removeTag:promo,newsletter}}
VariableWhat it does
{{addTag:tag-name}}Adds one tag
{{removeTag:tag-name}}Removes one tag
{{addTag:tag-a,tag-b}}Adds multiple tags
{{removeTag:tag-a,tag-b}}Removes multiple tags

Insert In The Editor

  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.

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

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}})

Button URL

Insert a button, then set its URL to a tag action. Same syntax as a text link:

{{addTag:interested}}
{{removeTag:onboarding}}

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>

Do not wrap it in https://. Lumail already generates a full subscriber-specific URL at send time. A prefix like https://{{addTag:vip}} is stripped, but a bare {{addTag:vip}} is the form to use.

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.

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

  • Tag action links work only in non-transactional emails (campaigns and workflow emails)
  • Prefer existing organization tags so the editor menu stays easy to scan
  • Add tag links create a tag automatically if it does not already exist; Remove tag links only remove existing tags
  • Add tag links also resubscribe an unsubscribed subscriber
  • You can combine them with conditional content (showIf) to show different options to different segments
  • Test the complete click path and success page before sending

Best Practices

  • Make the link text describe the result (Get AI updates, not only "click here")
  • Prefer one clear action per link
  • Keep tag names short and readable (interested-ai, promo, vip)
  • Pair opt-out links with a soft alternative when useful
  • Use add-tag links carefully if your audience includes unsubscribed subscribers
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