How does Gmail's one-click unsubscribe work and is it really one click?
Summary
What email marketers say8Marketer opinions
Email marketer from Reddit explains that many users find Gmail's one-click unsubscribe confusing because it often requires a second confirmation within the Gmail interface, despite the 'List-Unsubscribe' header technically supporting a single click.
Email marketer from StackOverflow says you implement this by including the appropriate headers in your email, but the rendering and actual "one-click" functionality are up to the email client (like Gmail). Gmail might add a confirmation step.
Email marketer from EmailOctopus shares that Gmail's unsubscribe feature, while aiming for one-click, often includes an intermediary confirmation step within the Gmail interface. This step is intended to prevent accidental unsubscriptions and ensure user intent.
Email marketer from GMass shares that while the technical implementation may support one-click unsubscribe, Gmail's actual user interface might present a confirmation step. The overall goal of the feature is to improve the user experience and maintain sender reputation.
Email marketer from Email Geeks explains that the "one-click" requirement refers to RFC8058, highlighting the required headers in the email, used in Gmail and Yahoo Mail. He suggests confirmation for destructive actions in MUAs.
Email marketer from ActiveCampaign shares the List-Unsubscribe header provides a simple way for contacts to unsubscribe from your messages. However, the actual display and flow depend on the email client.
Email marketer from SendGrid responds that even if it's not *truly* one click, the one-click unsubscribe features make it easier for subscribers to opt-out of emails, which helps improve sender reputation and deliverability.
Email marketer from Litmus discusses the user experience of Gmail's unsubscribe feature, pointing out that although the header is designed for one-click, Gmail often interposes a confirmation modal, requiring users to click twice to fully unsubscribe.
What the experts say4Expert opinions
Expert from Email Geeks explains RFC 8058 unsubscription, which Google calls one-click, is non-interactive from the ESP's perspective, differentiating it from the existing and contradictory term "one-click unsubscribe".
Expert from Word to the Wise explains that RFC 8058's one-click unsubscribe feature is designed for a non-interactive process from the ESP's perspective. The challenge is that various email clients, including Gmail, implement their own layers of confirmation, potentially leading to a user experience that isn't strictly 'one-click'.
Expert from Email Geeks confirms that Gmail's implementation technically requires two clicks for unsubscribing, and advises that if your sends are working the same way, then it's fine.
Expert from Email Geeks explains the difference between one-click unsubscribe in the body and the one-click header specified in RFC 8058. He clarifies that the header uses a technical setting that bots don't follow, making it truly one-click, while body links often require confirmation to prevent false unsubs.
What the documentation says3Technical articles
Documentation from datatracker.ietf.org defines one-click unsubscribe in RFC 8058 as a method where a user can unsubscribe from a mailing list with a single click, facilitated by specific HTTP requests defined in the standard. This involves a POST request to a designated URL.
Documentation from Google Workspace Updates explains that Gmail supports one-click unsubscribe using the List-Unsubscribe header. When a user unsubscribes via this header, Gmail sends a POST request to the URL specified in the header, aiming for a seamless unsubscribe experience.
Documentation from Mailchimp explains that while the 'List-Unsubscribe' header aims for a one-click process, the actual user experience within email clients like Gmail might involve a confirmation step. Mailchimp supports generating the header but the final unsubscribe flow is controlled by the email client.