Mailbox providers handle re-subscribes after list-unsubscribe using various methods. While some, like Gmail, imply standard opt-in procedures, the consensus is that a double opt-in approach is the most effective for ensuring genuine user consent and maintaining list quality. Providers also consider factors such as user behavior post-unsubscribe, functional unsubscribe headers, and adherence to relevant regulations. While CAN-SPAM allows up to 10 days for processing unsubscribe requests, processing them more promptly improves sender reputation. GDPR emphasizes the need for fresh, affirmative consent for re-subscription after an unsubscribe. Email Service Providers need a process for handling hard bounces and unsubscribes to prevent damage to their reputation. Monitoring unsubscribe rates helps gauge list health and campaign effectiveness, influencing future strategies. Ultimately, senders are responsible for managing unsubscribes, respecting user preferences, and complying with all applicable laws.
13 marketer opinions
Mailbox providers handle re-subscribes after list-unsubscribe in various ways, but the consensus is that a double opt-in process is the best practice. Some providers might track user behavior post-unsubscribe, while others focus on functional unsubscribe headers. Processing unsubscribe requests promptly is crucial, though legal requirements vary (CAN-SPAM allows 10 days). Faster processing improves sender reputation. Respecting user preferences and adhering to regulations like GDPR and CAN-SPAM is essential, treating re-subscribes as new subscribers. Unsubscribe rates indicate list health. Robust data collection and consent tracking are critical for compliance.
Marketer view
Email marketer from StackOverflow suggests implementing a clear opt-in process for users to re-subscribe after unsubscribing via the List-Unsubscribe header. The user highlights the importance of storing the user's unsubscribe preference and only removing it upon explicit re-subscription.
2 Sep 2021 - StackOverflow
Marketer view
Marketer from Email Geeks imagines providers using unsubscribe data to identify users who are still receiving emails and complaining, indicating a potential problem.
24 Nov 2023 - Email Geeks
5 expert opinions
Mailbox providers handle unsubscribes and re-subscribes in diverse ways. A key suggestion is employing confirmed opt-in (double opt-in) for re-subscriptions to ensure genuine user intent and maintain list quality. User location and legislation influence unsubscribe timeframes, demanding nuanced approaches. Providers also consider the nature of user interaction post-unsubscribe, focusing on hard bounces and the percentage of recurring messages. Email Service Providers should be robust with data capture and processing unsubscribes to protect their reputation. An unsubscribe click signals intent, but the action isn't final until confirmed.
Expert view
Expert from Word to the Wise, Laura Atkins, recommends using a confirmed opt-in (double opt-in) process for re-subscribing users after they have unsubscribed. This ensures that the user actively wants to be back on the list and helps maintain list quality.
12 Aug 2022 - Word to the Wise
Expert view
Expert from Email Geeks states that an unsubscribe click is a signal of intent, not an instruction, and MBPs will see the click, but not what happens after. Lamb then questions if there is any research on the number of unsubscribe clicks that don't ultimately result in an opt-out request.
4 Aug 2023 - Email Geeks
5 technical articles
Mailbox providers handle re-subscribes after list-unsubscribe differently. Gmail honors the List-Unsubscribe header, implying standard opt-in methods for re-subscription. Microsoft emphasizes prompt processing of unsubscribe requests, adhering to best practices. RFC 2369, defining the List-Unsubscribe header, doesn't address re-subscription, deferring to the list owner. CAN-SPAM allows 10 days to honor unsubscribe requests but lacks re-subscription guidelines. GDPR mandates explicit consent for processing personal data, requiring fresh consent for re-subscription post-unsubscribe.
Technical article
Documentation from Microsoft highlights the importance of processing unsubscribe requests promptly (within 2 business days). It doesn't detail re-subscription specifically but indicates adherence to industry best practices for respecting user preferences after unsubscribing.
10 Mar 2022 - Microsoft
Technical article
Documentation from FTC clarifies requirements under the CAN-SPAM act stating that senders have 10 business days to honor the unsubscribe request. There is no direct mention on best practices of resubscription.
24 Nov 2021 - FTC
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