The provided insights address the impact of unsubscribes on email deliverability and the practice of automatically correcting email address typos. While unsubscribes are generally preferred over spam complaints, high unsubscribe rates can negatively affect sender reputation, signaling irrelevant or unwanted content. Monitoring and investigating these rates is crucial. List-unsubscribe headers are essential and should be implemented according to RFC specifications. However, different providers may handle them differently; Google, for instance, may treat unsubscribes following spam reports more severely. The consensus is strongly against automatically correcting email typos. Experts advise prioritizing validation at the point of entry, suggesting corrections for user confirmation, and avoiding automatic changes which could lead to privacy violations and misdirected emails. Prevention through robust front-end validation and user guidance is key.
12 marketer opinions
The provided insights address two main areas impacting email deliverability: unsubscribe rates and the practice of automatically correcting email address typos. Regarding unsubscribes, while preferable to spam complaints, high or sudden increases in unsubscribe rates can negatively affect sender reputation, signaling irrelevant or unwanted content. Monitoring and investigating these rates is crucial to identify and address content or targeting issues. List-unsubscribe headers are widely supported and should be implemented to facilitate easy unsubscribing. As for automatically correcting email address typos, the consensus is strongly against it. Experts advise prioritizing validation at the point of entry and suggesting corrections for user confirmation, rather than making automatic changes which could lead to privacy violations and misdirected emails.
Marketer view
Email marketer from Sendinblue explains that while unsubscribes are a normal part of email marketing, a sudden spike in unsubscribes can raise red flags with ISPs. It's crucial to monitor your unsubscribe rate and investigate any significant increases to identify and address potential issues with your email content or targeting.
12 Mar 2022 - Sendinblue
Marketer view
Email marketer from Litmus shares that while unsubscribes themselves don't directly harm deliverability like spam complaints, they are an indicator of engagement (or lack thereof). High unsubscribe rates suggest a mismatch between your emails and subscriber expectations, which can indirectly impact your reputation and future deliverability.
15 Oct 2024 - Litmus
6 expert opinions
Experts generally agree that while unsubscribes are a preferable alternative to spam complaints, they can still negatively impact deliverability. At Google specifically, unsubscribes via the List-Unsubscribe header initiated after a user marks a message as spam can hurt sender reputation. Regarding typo correction, the consensus is firmly against automatically fixing email addresses. This practice is seen as dangerous due to privacy concerns and the risk of sending emails to unintended recipients. Instead, focusing on email verification during signup and implementing 'did you mean' features are recommended to prevent errors and guide users toward self-correction. Furthermore, list-unsubscribe options should offer both one-click unsubscription and a confirmation page for optimal effectiveness and adherence to best practices.
Expert view
Expert from Spam Resource explains that while it may be tempting to correct typos in email addresses, it's fraught with danger. The intended recipient may not receive the email, and there's a risk of violating privacy if the corrected address belongs to someone else. Prevention through validation at the point of entry is always the best approach.
23 Nov 2024 - Spam Resource
Expert view
Expert from Word to the Wise explains that list-unsubscribe options are not equally effective across different providers. Senders need to implement both one-click unsubscribe and a confirmation page to adhere to industry best practices. Providing only one option will limit subscriber opt-out and potentially result in negative reputation.
21 Feb 2024 - Word to the Wise
4 technical articles
Email deliverability is affected by unsubscribes, as per documentation from Gmail and Microsoft. Gmail relies on the List-Unsubscribe header to allow users to easily unsubscribe, and senders must honor these requests to maintain a positive reputation. Microsoft's SNDS indicates that low engagement, including unsubscribes, can negatively impact sender reputation, potentially leading to filtering or blocking. The List-Unsubscribe header is further detailed in RFC Editor documentation, enabling automated unsubscribing. IETF documentation advises against correcting email addresses due to potential security breaches and non-compliance with standards.
Technical article
Documentation from Gmail Help explains that Gmail uses the List-Unsubscribe header to allow users to easily unsubscribe from emails. A prominent unsubscribe link is displayed, and if users choose this option, Gmail sends an unsubscribe request to the sender. Senders should honor these requests promptly to avoid negative impacts on their sender reputation.
5 Dec 2021 - Gmail Help
Technical article
Documentation from RFC Editor details the specification for the 'List-Unsubscribe' header field. It specifies how to embed an unsubscribe link in the email header, allowing mail user agents to provide an automated way for users to unsubscribe. This is essential for managing mailing lists and providing users with control over their subscriptions.
20 Apr 2024 - RFC Editor
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