# Unsubscribe links, suppression and content safety in Swashi email

> How Swashi adds an unsubscribe link to every email, keeps a suppression list of opt-outs, scans content for spam triggers and protects your reputation.

Source: https://swashi.io/docs/outreach/compliance-and-unsubscribe
Section: Email Outreach
Last updated: 2026-10-10

Every email Swashi sends for you includes an unsubscribe link, is checked against your suppression list and passes a spam and content safety check before it goes out. You don't switch these protections on; they run on every campaign by default. This page explains what each one does, so you know what happens when a recipient opts out.

In Email Studio, every email shows the line: **"Swashi auto-appends unsubscribe link · Suppression list active · Content safety check running."**

![Safety line highlighted in Email Studio: Swashi auto-appends unsubscribe link, Suppression list active, Content safety check running](https://swashi.io/docs/img/ep7-message-safety.webp "The safety line appears under every email in Email Studio.")

## Before you start

These protections are built into [Email Studio](https://swashi.io/docs/outreach/email-studio) and the Outreach Agent. There is nothing to configure. They are product safeguards, not legal advice: you remain responsible for the email rules that apply to your business and your recipients.

## Unsubscribe link

- Swashi automatically appends an unsubscribe link to every campaign email. You don't need to add one to your copy.
- Every send also carries List-Unsubscribe headers, so supporting email apps can offer one-click unsubscribe.
- When a recipient unsubscribes, their address is added to your suppression list.

## Suppression list

Your suppression list is the set of addresses Swashi will not email.

- **Checked before every send.** The protection checklist reads "Suppression list checked before every send".
- **Opt-outs are permanent.** Contacts who opted out are never emailed again.
- **Only real evidence suppresses an address.** Explicit unsubscribes and mailbox-level evidence, such as a hard bounce, put an address on the list. Swashi never blocks a sendable address because of a domain statistic alone.

## Address validation

Before an email is sent, the address passes three layers of validation: syntax, domain and a live mailbox check. This keeps bounces down and protects your mailbox's reputation.

## Spam trigger scan

Swashi scans your email content for spam trigger words before sending. In the **Message** step of Email Studio, you may see:

> "Spam trigger word detected. Remove it to improve deliverability."

Edit the wording and continue. The checklist shows "Spam trigger scan passed" when the content is clean.

## Content safety check

Every email is checked for content that is not allowed: illegal content, scam language or misleading claims. The checklist shows "Content safety check passed" when an email clears it.

> **Tip:** Write about what your business really offers. Keep your offers and facts up to date in your [Business Brain](https://swashi.io/docs/getting-started/business-brain) so the AI writes from accurate information.

## Contact limits that protect recipients

| Protection | What it does |
|---|---|
| **72-hour cooldown** | A lead cannot receive another email within 72 hours of the last one. This cannot be overridden. |
| **Stop on reply** | A reply or a booked meeting stops the rest of the sequence for that person. |
| **Bounce auto-pause** | A bounce rate above 5% auto-pauses the account. Daily caps are lowered automatically from 2%. |
| **No raw merge tokens** | No email ever ships with an unfilled `{token}`. |

## The protection checklist

Before you click **Automate**, the final step of Email Studio lists every protection:

- Suppression list checked before every send
- Unsubscribe link auto-appended to all emails
- 72-hour cooldown between emails to same lead
- Bounce rate > 5% auto-pauses the account
- Spam trigger scan passed
- Content safety check passed

## Replies that say "not interested"

Swashi's AI labels replies by intent, and **Not Interested** covers explicit opt-outs and rejections. Any reply stops the sequence for that lead. Review these replies in the [Unified Inbox](https://swashi.io/docs/outreach/unified-inbox).

## Next steps

- [Deliverability and warm-up](https://swashi.io/docs/outreach/deliverability-and-warmup)
- [Build a campaign in Email Studio](https://swashi.io/docs/outreach/email-studio)
- [Security and privacy](https://swashi.io/docs/account/security-and-privacy)

## Frequently asked questions

**Do I need to add an unsubscribe link myself?**

No. Swashi automatically appends an unsubscribe link to every campaign email, and every send carries List-Unsubscribe headers for one-click unsubscribe.

**What happens when someone unsubscribes?**

The address goes on your suppression list. Contacts who opted out are never emailed again, and the suppression list is checked before every send.

**Will Swashi block an address just because its domain looks risky?**

No. Only explicit unsubscribes and mailbox-level evidence, such as a hard bounce, suppress an address. A domain statistic alone never does.

**Can I turn off the 72-hour cooldown?**

No. A lead never receives another email within 72 hours of the last one, and this setting cannot be overridden.

**Is Swashi's checklist legal advice?**

No. These protections are built into the product to support responsible sending. You remain responsible for following the email rules that apply to your business and recipients.