What are the requirements for one-click unsubscribe in email marketing?

Summary

One-click unsubscribe in email marketing is governed by various regulations (CAN-SPAM, RFC 8058) and best practices to ensure compliance and a positive user experience. The key requirements include implementing the List-Unsubscribe and List-Unsubscribe-Post headers, providing a clear and conspicuous opt-out method, ensuring automated processing of unsubscribe requests (within two business days as mandated by Microsoft), and using an HTTP POST request for unsubscribing. Ideally, the unsubscribe link should lead to a pre-populated form page, but the unsubscribe page should not allow manual email entry. Confirming the unsubscribe with the user and providing clear resubscription instructions are also crucial. New 2024 mandates from Google and Yahoo require one-click unsubscribe for high-volume senders (over 5,000 emails/day), supporting both mailto: and HTTP options. Proper suppression list management is necessary to track bounces and spam complaints, while improperly configured systems can cause accidental unsubscribes. Including a preference center can further enhance user control.

Key findings

  • List-Unsubscribe Headers: The use of List-Unsubscribe and List-Unsubscribe-Post headers is a fundamental requirement.
  • RFC 8058 Compliance: RFC 8058 is key for preventing automatic clicks via an HTTP POST request.
  • CAN-SPAM Act: A clear and conspicuous explanation of how recipients can opt-out, following guidelines of CAN-SPAM, is required.
  • Automation and Speed: Automated processing of unsubscribe requests, often within two business days, is important.
  • 2024 Volume Threshold: High-volume senders (over 5,000/day) must support mailto: and HTTP options as part of the List-Unsubscribe header.
  • Suppression List Management: Effective management of suppression lists is vital for maintainability.

Key considerations

  • User Experience: The unsubscribing process must be easy to use to promote user satisfaction.
  • Technical Implementation: Correct technical implementation is essential to ensure the system works appropriately.
  • Potential for Issues: Improperly configured unsubscribe setups can cause accidental unsubscribes.
  • Subscription Control: Preference centers can be included to give more subscription control.
  • Follow Laws: Stay current on regulatory demands like Yahoo's and Google's 2024 requirements.

What email marketers say
12Marketer opinions

One-click unsubscribe in email marketing requires adherence to various regulations and best practices. Key requirements include implementing the List-Unsubscribe and List-Unsubscribe-Post headers, providing a clear and conspicuous opt-out method (as mandated by CAN-SPAM), and ensuring the unsubscribe mechanism is automated and processes requests promptly. It's recommended to use a confirmation page or email to confirm the unsubscribe, and to provide clear instructions on how to resubscribe. Including a preference center can also enhance the user experience. Improperly configured unsubscribe processes can lead to unintended unsubscribes, and managing a suppression list is crucial for maintaining deliverability.

Key opinions

  • RFC 8058: Implementation of RFC 8058 is often necessary for one-click unsubscribe to prevent automatic clicks.
  • List-Unsubscribe Header: The List-Unsubscribe header is a primary requirement, supporting both mailto: and HTTP options.
  • CAN-SPAM Compliance: CAN-SPAM Act requires a clear and conspicuous opt-out method in all emails.
  • Automation: Unsubscribe mechanisms must be automated to process requests efficiently.
  • Suppression List: Managing a suppression list is crucial for deliverability by tracking bounces, spam complaints, and unsubscribes.

Key considerations

  • Confirmation: Confirm the unsubscribe request to the user, either via a confirmation page or an email.
  • Preference Center: Consider including a preference center for users to manage communication preferences beyond just unsubscribing.
  • Improper Configuration: Beware of problems with improperly configured one-click unsubscribe, as it can lead to unintended unsubscribes.
  • Resubscribe Instructions: Provide clear instructions on how to resubscribe.
  • Form Population: Ideally unsubscribe forms should be pre-populated with the users email to prevent errors.
Marketer view

Marketer from Email Geeks suggests ideally the link goes to a form page that populates the email address and has a confirmation button.

June 2024 - Email Geeks
Marketer view

Email marketer from Email on Acid recommends including a link to a preference center along with the one-click unsubscribe option. This allows subscribers to manage their communication preferences beyond just unsubscribing.

June 2022 - Email on Acid
Marketer view

Email marketer from Mailjet shares that CAN-SPAM Act requires a clear and conspicuous explanation of how the recipient can opt-out of receiving future emails. This includes a return email address or another easy internet-based way to opt-out.

June 2023 - Mailjet
Marketer view

Email marketer from StackOverflow highlights the importance of confirming the unsubscribe request to the user, either via a confirmation page or an email. Also states that clear instructions on how to resubscribe should also be provided.

May 2021 - StackOverflow
Marketer view

Email marketer from SendGrid explains the List-Unsubscribe header allows recipients to unsubscribe directly from their email client. It is necessary to support both 'mailto:' and 'https:' options.

March 2022 - SendGrid
Marketer view

Email marketer from Reddit warns about problems with improperly configured one-click unsubscribe, explaining that it can lead to unintended unsubscribes by security software.

November 2021 - Reddit
Marketer view

Marketer from Email Geeks says the requirement is about implementing RFC8058 and links to the RFC documentation. States it was specifically designed to avoid “automatic clicks”.

September 2024 - Email Geeks
Marketer view

Marketer from Email Geeks confirms list-unsubscribe / list-unsubscribe-post is a requirement as part of changes coming and links to Google and Yahoo documentation.

October 2022 - Email Geeks
Marketer view

Email marketer from SparkPost highlights the importance of managing your suppression list. Email bounces, spam complaints, and unsubscribes are used to build suppression lists.

January 2022 - SparkPost
Marketer view

Email marketer from Klaviyo explains that one-click unsubscribe should be implemented using the List-Unsubscribe header and List-Unsubscribe-Post header. It also requires a mechanism to process the unsubscribe request automatically.

December 2023 - Klaviyo
Marketer view

Email marketer from Gmass explains that the List-Unsubscribe header is important because it allows people to easily unsubscribe from your emails with one click without marking it as spam.

April 2022 - Gmass
Marketer view

Email marketer from Litmus explains that one-click unsubscribe (List-Unsubscribe) must be implemented and working as advertised to comply with mailbox provider requirements.

April 2021 - Litmus

What the experts say
5Expert opinions

Experts emphasize the importance of one-click unsubscribe functionality in email marketing, particularly concerning the new 2024 requirements. The unsubscribe process should involve directing users to a webpage where they must click a button (HTTP POST) to confirm their unsubscription. Best practice dictates the unsubscribe page should not allow users to enter an email address; instead, it should only unsubscribe the address from the link they followed. Compliance with CAN-SPAM mandates a click to a webpage, providing at most an email address and click a preference. For high-volume senders (over 5,000 messages/day), Google and Yahoo require implementing one-click unsubscribe, supporting the List-Unsubscribe header with both mailto: and HTTP options per RFC 8058.

Key opinions

  • HTTP POST Requirement: The unsubscribe process should involve a webpage with an HTTP POST confirmation.
  • No Email Entry: The unsubscribe page should not allow users to enter their email address.
  • CAN-SPAM Compliance: Compliance requires a click to a webpage, providing at most an email address, and a preference click.
  • 2024 Requirements: Google and Yahoo require one-click unsubscribe for high-volume senders, supporting List-Unsubscribe with mailto: and HTTP options.
  • Volume Threshold: The one-click unsubscribe requirement applies to senders exceeding 5,000 messages per day.

Key considerations

  • User Experience: Ensure the unsubscribe process is simple and straightforward for the user.
  • Technical Implementation: Correctly implement the List-Unsubscribe header and HTTP POST process as per RFC 8058.
  • Regulatory Compliance: Stay updated with changing regulations, such as the 2024 Google and Yahoo requirements.
  • Volume Monitoring: Monitor email volume to ensure compliance with high-volume sender requirements.
Expert view

Expert from Email Geeks shares that the CAN-SPAM requirements are click to a web page, provide at most an email address and click a preference.

May 2021 - Email Geeks
Expert view

Expert from Word to the Wise explains that if the volume threshold of 5,000 messages a day is met, a one-click unsubscribe is required for compliance with the new Google and Yahoo requirements.

January 2022 - Word to the Wise
Expert view

Expert from Email Geeks states the form should not have a way to enter an email address. The unsub page should only allow you to unsub the address from the link you followed.

December 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that the link in the body of the message should go to a web page where the user has to click a button (http POST) to unsubscribe.

October 2021 - Email Geeks
Expert view

Expert from Word to the Wise explains that as of 2024, senders need to implement one-click unsubscribe, which means supporting the List-Unsubscribe header with both mailto: and HTTP options as per RFC 8058.

September 2021 - Word to the Wise

What the documentation says
4Technical articles

Email deliverability documentation emphasizes the importance of one-click unsubscribe, mandating that bulk email senders include a List-Unsubscribe header, enabling recipients to easily opt-out. RFC 8058 specifies using an HTTP POST request triggered by the List-Unsubscribe header for a more reliable and automated process. Microsoft mandates one-click unsubscribe and processing unsubscribe requests within two business days to maintain sender reputation. The CAN-SPAM Act requires a clear and conspicuous explanation of the opt-out method and prompt honoring of such requests.

Key findings

  • List-Unsubscribe Header: Inclusion of a List-Unsubscribe header in all bulk emails is required.
  • RFC 8058: RFC 8058 defines one-click unsubscribe using HTTP POST requests.
  • Two-Day Processing: Microsoft requires processing unsubscribe requests within two business days.
  • CAN-SPAM: CAN-SPAM mandates a clear opt-out explanation and prompt honoring of requests.

Key considerations

  • Technical Compliance: Implement the List-Unsubscribe header and HTTP POST process according to RFC 8058.
  • Timely Processing: Ensure unsubscribe requests are processed within the required timeframe (e.g., two business days).
  • Transparency: Provide a clear and easy-to-find opt-out explanation in all emails.
  • Reputation Management: Adhering to these requirements is crucial for maintaining a good sender reputation.
Technical article

Documentation from Microsoft specifies that bulk senders must support one-click unsubscribe and process unsubscribe requests within two business days. This is a requirement to maintain good sender reputation.

August 2022 - Microsoft
Technical article

Documentation from RFC 8058 (defines one-click unsubscribe) explains that it specifies a method for unsubscribing from email lists using an HTTP POST request, triggered by a 'List-Unsubscribe' header. This provides a more reliable and automated unsubscribe process.

November 2023 - RFC Editor
Technical article

Documentation from Gmail Help explains that senders must include a List-Unsubscribe header in all bulk emails. This allows recipients to easily unsubscribe from mailing lists.

September 2021 - Gmail Help
Technical article

Documentation from the CAN-SPAM Act explains that you must provide recipients with a clear and conspicuous explanation of how to opt out of receiving email from you in the future. The act also specifies that you must honor opt-out requests promptly.

November 2024 - FTC.gov