Easy Unsubscribe and List-Unsubscribe Email Headers

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. Easy unsubscribe does not satisfy CAN-SPAM requirements. “The presence of List-Unsubscribe headers and easy unsubscribe links do not satisfy certain regulatory requirements for an opt-out link in the message body of marketing emails, such as the CAN-SPAM Act.” Marketing content must contain an opt-out link in an expected location of the message body, such as the footer, in addition to the easy unsubscribe link in the email headers.

   In CAN-SPAM and CASL

2. Email sender guidelines “Inbox providers like Google and Yahoo have specific requirements for email senders.” Google: Email Sender Guidelines Email Sender Guidelines FAQ

   In Inbox placement and spam filters

3. # Testing easy unsubscribe “To test your easy unsubscribe setup, you must send a live marketing message to an inbox that supports easy unsubscribe, like Gmail or Yahoo.” To test easy unsubscribe:

   In Opt-out compliance testing

4. # How easy unsubscribe works “For easy unsubscribe to work, the email must contain headers that tell the inbox provider how to process an unsubscribe request. These are known as List-Unsubscribe headers.” There are two List-Unsubscribe headers: List-Unsubscribe and List-Unsubscribe-Post. These have a standardized definition provided by the Internet Engineering Task Force (IETF) in RFC 8058 and RFC 2369.

   In Opt-out handling

5. “Easy unsubscribe, also called one-click unsubscribe, allows email users to unsubscribe from marketing emails with a single click.” Easy unsubscribe links in your marketing messages are important for email deliverability and compliance. Popular inbox providers like Gmail and Yahoo require bulk senders to include easy unsubscribe links in marketing emails.

   In Unsubscribe mechanisms

6. The presence of List-Unsubscribe headers and easy unsubscribe links do not satisfy certain regulatory requirements for an opt-out link in the message body of marketing emails, such as the CAN-SPAM Act. “Marketing content must contain an opt-out link in an expected location of the message body, such as the footer, in addition to the easy unsubscribe link in the email headers.” # Easy unsubscribe user experience

   In Unsubscribe mechanisms

7. Easy unsubscribe, also called one-click unsubscribe, allows email users to unsubscribe from marketing emails with a single click. This provides a smooth user experience and reduces the likelihood of spam complaints because it's easier for users to unsubscribe from your emails without having to scroll to the bottom and search for an opt-out link. “Popular inbox providers like Gmail and Yahoo require bulk senders to include easy unsubscribe links in marketing emails.” Iterable supports easy unsubscribe by adding List-Unsubscribe headers to email marketing campaigns. These headers provide the necessary information for inbox providers to display an easy unsubscribe link to the user.

   In Unsubscribe mechanisms