Is 'reply to unsubscribe' an acceptable unsubscribe option post Yahoo and Google's new requirements?
Summary
What email marketers say9Marketer opinions
Email marketer from Mailjet emphasizes the importance of a clear and accessible unsubscribe link. They do not specifically mention 'reply-to' as an acceptable method, and it would be implied that a one-click unsubscribe mechanism is the preferred method.
Email marketer from Litmus promotes having obvious unsubscribe links in emails, preferably near the header or footer of the email, so recipients are easily able to unsubscribe. They do not specifically promote reply-to unsubscribe.
Email marketer from EmailToolTester states that one-click unsubscribe is crucial for compliance and user experience. Although 'reply-to' unsubscribe is not specifically covered, best practices indicate a clear and direct unsubscribe process.
Email marketer from StackExchange highlights the importance of using the List-Unsubscribe header for compliance. 'Reply-to' is not mentioned as a viable alternative and would likely be seen as insufficient by modern email providers.
Email marketer from Reddit mentions that 'reply-to' is generally frowned upon and can be considered spammy. Modern email marketing focuses on providing a one-click unsubscribe option for a better user experience and compliance with regulations.
Email marketer from Sendinblue explains the importance of CAN-SPAM compliance which includes honoring unsubscribe requests promptly. While not explicitly ruling out 'reply-to,' the general advice is to provide a clear and easy way to opt-out, making a one-click unsubscribe more appropriate.
Email marketer from GMass explains that Google and Yahoo’s new email sending requirements for 2024 will make one-click unsubscribes a necessity for bulk email senders. One-click unsubscribe is when the email recipient can click a link in the email and automatically be unsubscribed. This requires adding a List-Unsubscribe header to your emails.
Email marketer from Constant Contact highlights the importance of adhering to email marketing best practices, including anti-spam laws. A best practice involves adding an unsubscribe link that lets the customer be removed from your mailing list immediately. If customers must reply to the message to unsubscribe, their requests might get lost.
Email marketer from Automizy highlights the importance of an unsubscribe option in emails. If you don’t add the unsubscribe link, you’ll receive spam complaints, your sender reputation will suffer, and you’ll likely end up on a blocklist, which impacts email deliverability. One-click unsubscribe is always preferred to make unsubscribing easier.
What the experts say4Expert opinions
Expert from Email Geeks explains that Google is specifically calling out 8058 as their unsubscribe method and mailto: does not meet their standards. They also share a link to the definitive source: <https://support.google.com/a/answer/81126?hl=en&ref_topic=7279058&sjid=11238304969942258420-EU#zippy=%2Crequirements-for-all-senders%2Crequirements-for-sending-or-more-messages-per-day|https://support.google.com/a/answer/81126?hl=en&ref_topic=7279058&sjid=11238304969942258420-EU#zippy=%2Crequirements-for[…]-or-more-messages-per-day>. They clarify that the new requirements are for the List-Unsubscribe headers, not the body of the message.
Expert from Spam Resource explains that List-Unsubscribe headers are essential for compliance with email regulations and best practices, and a 'reply-to' method does not fulfill the technical requirements or user expectations for easy unsubscription.
Expert from Word to the Wise explains that both Google and Yahoo now require a one-click unsubscribe for commercial email and that 'reply-to' is not sufficient to be compliant.
Expert from Email Geeks explains that 'reply to unsubscribe' is growth hacker spammer behavior and should be avoided. If it’s genuine 1:1 mail you don’t need to advertise how you unsubscribe. If it’s bulk mail it’s better to do it properly. If they’re sending low volumes it’s not critical, but if it’s bulk you really want some sort of automation to handle list management, that probably offers an unsub link.
What the documentation says4Technical articles
Documentation from RFC Editor (RFC 2369) details the List-Unsubscribe header, providing a formal specification for including a method to unsubscribe from mailing lists. While not directly addressing 'reply-to,' it establishes the importance of a standardized unsubscribe mechanism, implying 'reply-to' may not suffice.
Documentation from the CAN-SPAM Act requires a clear and conspicuous explanation of how the recipient can opt out of receiving future emails. The Act does not specifically exclude 'reply-to,' but the emphasis on clear mechanisms suggests a more direct approach like a one-click unsubscribe is preferable.
Documentation from Yahoo Mail Best Practices explains that they require the use of List-Unsubscribe headers in emails, allowing users to easily unsubscribe. 'Reply-to' unsubscribe is not explicitly mentioned, but the emphasis on standard headers suggests it's not the preferred or compliant method.
Documentation from Google Workspace Updates explains that to meet the new requirements, senders must support one-click unsubscribe, and process unsubscribe requests within two days. This ensures users can easily and quickly stop receiving unwanted emails.