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How to enable one-click unsubscribe email with Amazon Pinpoint
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Pinpoint now supports the inclusion of the “List-Unsubscribe” and “List-Unsubscribe-Post” email headers that enable compatible email client apps to render a one-click unsubscribe button when displaying emails from a subscription list. When you include these headers in the emails you send by Pinpoint, those end-users who want to unsubscribe from your emails can do so by simply clicking the unsubscribe button in their email app (see image). Once pressed, the unsubscribe button fires off a POST request to the URL you have defined in the “List-Unsubscribe” header. “Your system or process must, when activated by the unsubscribe action, update that end-user’s preferences accordingly so that within 48 hours, any end-user who unsubscribes will no longer receive unwanted emails.” If you only use Pinpoint’s campaigns and journeys, you may elect to use the Pinpoint endpoint’s OptOut attribute to store the user’s unsubscribe preferences. Possible values for OptOut are: ALL, the user has opted out and doesn’t want to receive any messages; and, NONE, the user hasn’t opted out and wants to receive all messages. It is important to note, however, that the SendMessages API ignores the Pinpoint endpoint’s OptOut attribute.
Honor all unsubscribe POST requests within 48 hours, after which time you shouldn’t be sending emails to the now unsubscribed end-user. “Actively monitor spam complaint rates, and take the steps needed to ensure these rates remain below acceptable levels as defined by the ESPs.” This blog post provides Pinpoint customers with the steps necessary to enable the one-click unsubscribe button via email headers for “List-Unsubscribe” and “List-Unsubscribe-Post” as defined by RFC 2369 and RFC 8058.
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