Do subscription based emails require a list unsubscribe option according to Gmail and Yahoo's new sending requirements?
Summary
What email marketers say9Marketer opinions
Email marketer from Litmus Blog explains that subscription-based emails fall under the category requiring a list-unsubscribe option per Gmail and Yahoo's new policies to maintain good deliverability and sender reputation.
Email marketer from Email Geeks clarifies that the described emails are not transactional but are emails people subscribed to, thus requiring an unsubscribe option.
Email marketer from Reddit explains that failing to provide a one-click unsubscribe option for subscription-based emails will lead to deliverability issues and increased spam complaints, due to Gmail and Yahoo enforcing their new policies.
Email marketer from Mailjet Blog emphasizes the importance of including a list-unsubscribe option in subscription-based emails to comply with Gmail and Yahoo's new requirements, improving sender reputation and deliverability.
Email marketer from EmailOnAcid Blog notes that including a list-unsubscribe option in subscription emails is crucial for compliance with Gmail and Yahoo's requirements, ultimately impacting sender reputation and email deliverability.
Email marketer from Email Geeks shares that if issues like complaints are observed, including list-unsubscribe is a good idea even on transactional mail.
Email marketer from Sendinblue Blog highlights that Gmail and Yahoo's updated sender guidelines mandate a one-click unsubscribe option for promotional emails, including those based on subscriptions, to enhance user experience and reduce spam complaints.
Email marketer from StackOverflow explains that subscription emails are usually not regarded as Transactional emails and therefore require unsubscribe options. If they are regarded as promotional in nature, which they usually are, one click unsubscribe is likely required.
Email marketer from GMass Blog recommends implementing a visible and functional list-unsubscribe header in subscription emails to adhere to Gmail and Yahoo's new guidelines, which help in maintaining a positive sender reputation.
What the experts say4Expert opinions
Expert from Word to the Wise explains that Gmail's new requirements will judge reputation based on spam complaints. Senders will need to give people an easy way to unsubscribe.
Expert from Email Geeks explains that unsubscription links are needed for marketing emails or emails users subscribed to, indicating the client's emails require list unsubscribe functionality.
Expert from Email Geeks references Yahoo's best practices which state: “Implement a functioning list-unsubscribe header, which supports one-click unsubscribe for marketing and subscribed messages” from <https://senders.yahooinc.com/best-practices/>.
Expert from Spamresource states one of the most important steps for compliance is to have one-click unsubscribe, this is required for emails that are not transactional.
What the documentation says4Technical articles
Documentation from Google Workspace Updates specifies that senders who send more than 5,000 messages a day to Gmail accounts must enable one-click unsubscription for promotional messages and make it easy for users to unsubscribe. This applies to subscription-based emails that are not considered transactional.
Documentation from SparkPost Blog says that new rules require subscription based emails to have a one click unsubscribe option. If this functionality is not included, it is likely to cause deliverability issues.
Documentation from RFC 2369 describes the standard for list-unsubscribe headers, outlining the syntax and requirements for including a one-click unsubscribe option in email headers, applicable to subscription-based emails.
Documentation from Yahoo Sender Best Practices requires senders to implement a functioning list-unsubscribe header that supports one-click unsubscribe for marketing and subscribed messages.