How does Gmail's one-click unsubscribe work and is it really one click?

8 Marketer opinions 4 Expert opinions 3 Technical articles 3 Resources

Summary

Gmail's one-click unsubscribe, based on RFC 8058, aims for a seamless opt-out via the List-Unsubscribe header and a POST request. However, in practice, Gmail often includes a confirmation step, leading to a two-click process. This discrepancy arises because Gmail implements its own UI event, although it is designed to prevent accidental unsubscribes and is within the actual managed Gmail UI event. While the header is technically one-click from the sender's perspective, the user experience isn't always. The goal is to improve deliverability by facilitating easy unsubscription.

Key findings

RFC 8058 Intent: RFC 8058 defines a single-click unsubscribe using the List-Unsubscribe header.
Gmail's Implementation: Gmail frequently adds a confirmation step, requiring two clicks for users.
Technical Basis: The one-click header uses technical settings that bots can't follow, reducing fraudulent requests.
User Confusion: The discrepancy causes user confusion as the label 'one-click' is misleading.
Client control: The email client (Gmail) dictates the final unsubscribe flow, potentially adding confirmation steps.

Key considerations

Header Compliance: Implement the List-Unsubscribe header correctly following RFC 8058.
User Experience: Be mindful that Gmail's confirmation step alters the user's unsubscribe experience.
Email Client Variance: Recognize that other email clients may implement unsubscribe differently.
Sender Reputation: Prioritize easy unsubscription as it can improve sender reputation and deliverability.
Testing: Test the unsubscribe flow to ensure it works as intended within Gmail and other clients.

What email marketers say
8Marketer opinions

While the technical standard RFC8058 defines 'one-click unsubscribe' via a specific email header, Gmail's actual implementation often involves a confirmation step within its interface. This confirmation aims to prevent accidental unsubscriptions and ensure user intent. The user experience varies, but the underlying goal is to improve deliverability and sender reputation by making it easier for recipients to opt-out.

Key opinions

RFC8058 Standard: The 'one-click' concept is based on the RFC8058 standard, requiring a specific header for single-click unsubscription.
Gmail Implementation: Gmail frequently interposes a confirmation modal, requiring a second click despite the header's intention.
User Confusion: Many users are confused because the 'one-click' feature often requires multiple actions to complete.
Deliverability Impact: Even if not truly 'one-click', the feature aims to improve sender reputation and deliverability by simplifying the opt-out process.
Email Client Control: The actual user experience and rendering of the 'one-click' unsubscribe is ultimately controlled by the email client (e.g., Gmail).

Key considerations

Header Implementation: Ensure proper implementation of the List-Unsubscribe header according to RFC8058.
User Experience: Be aware that Gmail's implementation includes a confirmation step, impacting the user experience.
Sender Reputation: Prioritize easy unsubscription to improve sender reputation and maintain good deliverability rates, even if not a true 'one-click' experience.
Email Client Variation: Recognize that the unsubscribe flow will vary depending on the email client used by the recipient.
Destructive Actions: Asking for confirmation on a destructive action like unsubscribing is a good idea

Marketer view

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.

December 2024 - Reddit

Marketer view

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.

March 2022 - StackOverflow

Marketer view

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.

March 2021 - EmailOctopus

Marketer view

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.

April 2021 - GMass

Marketer view

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.

August 2022 - Email Geeks

Marketer view

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.

April 2024 - ActiveCampaign

Marketer view

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.

May 2021 - SendGrid

Marketer view

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.

September 2022 - Litmus

What the experts say
4Expert opinions

Experts agree that Gmail's 'one-click unsubscribe', based on the RFC 8058 standard, aims for a non-interactive process from the Email Service Provider (ESP) perspective. However, Gmail's actual implementation often requires a confirmation step due to the UI event having a confirmation step. This difference arises because the header uses a technical setting that bots don't follow, preventing false unsubscriptions. While the RFC standard is technically 'one-click', the user experience within Gmail may involve two clicks. The overall design differentiates from traditional 'one-click unsubscribe' methods.

Key opinions

RFC 8058 Design: RFC 8058 specifies a 'one-click unsubscribe' mechanism intended to be non-interactive for ESPs.
Gmail's Implementation: Gmail's implementation adds a confirmation step, making it technically a 'two-click' process for the user.
Bot Prevention: The header utilizes technical settings that bots do not follow, preventing automatic unsubscriptions.
Header vs. Body Links: There's a distinction between 'one-click unsubscribe' in the header (RFC 8058) and links within the email body, which typically require confirmation.
UI Event: The actual managed by Gmail event has a confirmation step.

Key considerations

Compliance: Ensure compliance with the RFC 8058 standard for 'one-click unsubscribe' headers.
User Experience: Be aware that the user's experience in Gmail involves an extra confirmation step.
False Unsubscribes: Understand the technical reasons for confirmation steps to prevent bots and false unsubscriptions.
Testing: Test and verify the unsubscribe process within Gmail to ensure it functions as expected.
User Expectations: Manage user expectations regarding the 'one-click' unsubscribe process, given the potential for a two-click experience in Gmail.

Expert view

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".

June 2021 - Email Geeks

Expert view

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'.

January 2022 - Word to the Wise

Expert view

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.

July 2023 - Email Geeks

Expert view

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.

April 2023 - Email Geeks

What the documentation says
3Technical articles

Documentation indicates that Gmail supports one-click unsubscribe via the List-Unsubscribe header, as defined by RFC 8058. This involves Gmail sending a POST request to the URL specified in the header to initiate the unsubscribe process. However, the actual user experience might not be a true single click due to confirmation steps imposed by the email client (Gmail). While services like Mailchimp support generating the header, the final unsubscribe flow is ultimately controlled by Gmail.

Key findings

RFC 8058 Compliance: Gmail adheres to RFC 8058 for one-click unsubscribe using the List-Unsubscribe header.
POST Request: Upon user initiation, Gmail sends a POST request to the designated URL to process the unsubscription.
Client Control: The email client (Gmail) dictates the final unsubscribe flow, potentially adding confirmation steps.
Header Generation: Services like Mailchimp facilitate generating the required List-Unsubscribe header.
Seamless Intent: The goal of one-click unsubscribe is to provide a seamless experience.

Key considerations

Header Implementation: Properly implement the List-Unsubscribe header in accordance with RFC 8058.
User Experience: Understand that Gmail might add a confirmation step, impacting the perceived 'one-click' experience.
Email Client Variations: Be aware that different email clients may handle the unsubscribe process differently.
Testing: Test the unsubscribe flow in Gmail to ensure it functions correctly and as expected.
Service Support: Utilize services like Mailchimp to assist with header generation and compliance.

Technical article

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.

July 2022 - datatracker.ietf.org

Technical article

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.

September 2024 - Google Workspace Updates

Technical article

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.

May 2022 - Mailchimp

One-click unsubscribe: What it is, how it works, & compliance - Valimail

Part of the new Google and Yahoo email sender requirements involves setting up one-click unsubscribe. Learn more about it here.

Valimail -

What is RFC 8058? How Does it Enable One-click Unsubscribe ...

One-click unsubscribe is now a bulk sender requirement for both Gmail and Yahoo. Learn how it works, it’s benefits, and how to enable it with RFC 8058.

Mailgun