Why is Barracuda automatically unsubscribing users and how can I prevent it?
Summary
What email marketers say9Marketer opinions
Email marketer from Email Geeks shares to check if "List-Unsubscribe-Post: List-Unsubscribe=One-Click" has been implemented in the header.
Email marketer from Email Geeks suggests that RFC8058 would fix the problem, as it will only unsubscribe the user without interaction if the required POST request will be made. Otherwise a version should be shown, where the user still has to click a link or similar.
Email marketer from Reddit user EmailExpert says that they experienced Barracuda clicking the unsubscribe link due to aggressive spam filtering. The solution was to implement a double opt-in unsubscribe process where users have to confirm their unsubscribe request via email.
Email marketer from Sendinblue Blog explains that ensuring proper email authentication (SPF, DKIM, DMARC) is crucial for establishing your legitimacy as a sender and preventing systems like Barracuda from flagging your emails as suspicious and triggering automated unsubscribes.
Email marketer from EmailOctopus Blog explains that closely monitoring your sender reputation with tools like Google Postmaster Tools can help identify issues that might trigger Barracuda's automated unsubscribes. Focus on improving sender score by authenticating your email domain and keeping spam complaints low.
Email marketer from Neil Patel Blog shares that maintaining good list hygiene by regularly removing inactive subscribers can prevent Barracuda from flagging your emails and automatically unsubscribing users. Also implement confirmed opt-in and preference centers.
Email marketer from Mailjet Blog shares that implementing a confirmed opt-in (double opt-in) process for unsubscriptions can prevent automated systems like Barracuda from triggering unwanted unsubscribes. This requires users to click a confirmation link after requesting to unsubscribe.
Email marketer from StackOverflow User123 mentions that bot-initiated unsubscribes can be mitigated by implementing a CAPTCHA on the unsubscribe page or requiring a login before unsubscribing. This makes it harder for automated systems to trigger the unsubscribe process.
Email marketer from Litmus Blog shares that properly segmenting your email list and targeting subscribers with relevant content can reduce the likelihood of users marking your emails as spam or unsubscribing. This, in turn, can improve your sender reputation and prevent actions by systems like Barracuda.
What the experts say9Expert opinions
Expert from Email Geeks explains that If you're implementing 8058, as opposed to something that's vaguely 8058 adjacent, you need to check the body of the post and only take action if it includes the appropriate cookie.
Expert from Word to the Wise explains that if you're using third-party ads in your newsletter, and those third parties are also working with spammers, your email's reputation can be negatively impacted. This can lead to Barracuda taking actions like automated unsubscribes. Scrutinize the practices of any third parties you're working with.
Expert from Email Geeks shares they wouldn't expend much effort to implement 8058 in existing code, unless you're already working on it.
Expert from Email Geeks shares that this is an escalation of behavior by Barracuda against your mail in particular and recommends to use this as an opportunity to look at your practices as there may be a problem.
Expert from Email Geeks explains that if it's Barracuda, you need to fix it both in the List-Unusb header and in the user visible unsub.
Expert from Email Geeks explains that Barracuda sometimes follows all links in a message. To fix this, require a click on the unsubscribe page instead of automatically unsubscribing when anyone follows the link.
Expert from Spam Resource explains that Barracuda Networks is known to aggressively check links in emails, including unsubscribe links. This can lead to unintended unsubscribes if your unsubscribe process isn't robust. Implementing a double opt-in unsubscribe process is crucial. Also monitor blocklists to ensure your sending IPs are not listed.
Expert from Email Geeks explains that you cannot "do" an 8058 unsubscribe using a standard web browser and the link in the email. You need to send a specific cookie as part of the POST request.
Expert from Email Geeks shares that if those third parties are *also* hiring spammers (which is very common) then your customer’s mail is going to inherit the reputation of all the other 3rd parties sending the advertising.
What the documentation says3Technical articles
Documentation from RFC Editor describes the technical specifications for one-click unsubscribe functionality using the List-Unsubscribe header. Implementing RFC 8058 correctly, with the required POST request and token verification, can help distinguish legitimate user unsubscribes from automated bot clicks.
Documentation from Google Postmaster Tools explains how to use the platform to monitor your domain and IP reputation. Poor reputation can lead to filtering and automated actions by email security systems like Barracuda. Regularly checking Postmaster Tools helps identify and address deliverability issues.
Documentation from Barracuda Campus explains that their systems sometimes aggressively follow links, including unsubscribe links, to assess the validity of a message. To prevent this, implement a double opt-in unsubscribe process, requiring users to confirm their unsubscription via a second click.