Is implementing a list-unsubscribe header mandatory for Gmail and Yahoo and what are the impacts?
Summary
What email marketers say9Marketer opinions
Email marketer from ActiveCampaign shares that one way to improve email deliverability is ensuring that every email has an easy to find one-click unsubscribe feature that works properly.
Email marketer from Mailjet explains that implementing a list-unsubscribe header is crucial for maintaining a good sender reputation and improving deliverability. It also reduces the likelihood of recipients marking emails as spam.
Email marketer from Litmus states that list-unsubscribe headers are not just a best practice, but an expectation from mailbox providers. Failing to implement them can negatively impact deliverability and sender reputation.
Email marketer from Email on Acid, details the need to implement easy unsubscribe methods because users are likely to hit the spam button if it's too difficult to find the unsubscribe button.
Marketer from Email Geeks refers to an Emarsys article stating that list-unsubscribe is good because it reduces the amount of complaints which does impact deliverability.
Email marketer from Sendinblue shares that providing a clear and easy-to-find unsubscribe link, including a one-click unsubscribe option, is essential for complying with regulations and maintaining a healthy email list.
Email marketer from Stack Overflow mentions that the list-unsubscribe header allows recipients to easily unsubscribe, reducing spam complaints, improving sender reputation, and avoiding blacklisting.
Email marketer from Gmass explains that the list-unsubscribe header is used to allow recipients to easily opt-out of receiving emails. As of 2024, it will be a must implement.
Email marketer from Reddit states that not implementing list-unsubscribe is 'email suicide' and warns that the penalties of not implementing a list-unsubscribe header will heavily impact deliverability.
What the experts say5Expert opinions
Expert from Spam Resource explains how many companies were slow to adopt unsubscribe practices and provides examples of where it may be hidden at the bottom of the email.
Expert from Email Geeks explains that the list-unsubscribe protocol should mitigate accidental unsubscriptions due to bot activity.
Expert from Word to the Wise emphasizes that list-unsubscribe is now a mandatory requirement, not just a recommendation. Mailbox providers expect to see it implemented, and failure to do so will negatively impact deliverability.
Expert from Email Geeks shares that she doesn't worry about IP reputation much at Yahoo and Google, as they have more complex delivery filters and don't rely heavily on IP reputation for inbox placement decisions.
Expert from Email Geeks responds that Yahoo and Google have stated that implementing a list-unsubscribe header is a requirement, implying there will be consequences for not doing so.
What the documentation says4Technical articles
Documentation from Yahoo Mail Blog shares that as of early 2024, all bulk senders must implement one-click unsubscribe. This allows recipients to easily opt out of receiving future emails. Senders must also authenticate their email using SPF, DKIM, and DMARC.
Documentation from RFC2369 defines the List-Unsubscribe header field and states it is intended to provide a simple, reliable mechanism for users to remove themselves from mailing lists. It specifies the format and usage of the header.
Documentation from Microsoft 365 Defender explains to adhere to industry best practices by always allowing customers to unsubscribe to bulk messages. They must include an unsubscribe link in every marketing email.
Documentation from Google Workspace Updates explains that as of February 2024, senders who send more than 5,000 messages a day to Gmail accounts must enable one-click unsubscribe. They also must include a clearly visible unsubscribe link in the message body.