Summary
The prevailing guidance from experts, marketers, and documentation sources is to avoid direct GET requests for one-click unsubscribe links due to the high risk of unintended unsubscriptions. GET requests can be triggered by automated systems, bots, and email client pre-fetching, leading to accidental opt-outs. The recommended approach involves using POST requests, often coupled with a confirmation page, to ensure the unsubscribe action is intentional and user-initiated. Many sources advocate for a confirmation page, implying POST for the ultimate action. Double opt-out mechanisms are also encouraged by some platforms for increased user control. The RFC 8058 specifically recommends POST requests for one-click unsubscribe.
Key findings
- Avoid Direct GET: Direct GET requests for one-click unsubscribes are strongly discouraged.
- POST for Action: Use POST requests to execute the actual unsubscribe action for greater security and control.
- Confirmation Page: Implement a confirmation page as an intermediary step to verify user intent before unsubscribing.
- RFC 8058 Recommendation: RFC 8058 specifically recommends HTTP POST for implementing one-click unsubscribe.
- Double Opt-Out Option: Consider implementing a double opt-out option for enhanced user control.
Key considerations
- Bot Interaction: Be aware of bot activity and how it may interact with unsubscribe links, triggering unintended opt-outs.
- Automated Systems: Automated email clients or security checkers may follow GET requests, unintentionally unsubscribing users.
- User Experience: Provide a clear and easy-to-understand unsubscribe process for a positive user experience.
- Regulatory Compliance: Comply with all applicable email marketing regulations regarding unsubscribe mechanisms.
- M3AAWG Guidelines: Consider the M3AAWG guidelines regarding unsubscribe mechanisms and image loading.
What email marketers say
10 marketer opinions
The overwhelming consensus from email marketers is to avoid using GET requests for one-click unsubscribe links. GET requests are prone to being triggered by automated systems, bots, and email client pre-fetching, leading to unintended unsubscriptions. The recommended approach is to use POST requests, often in conjunction with a confirmation page, to ensure that the unsubscribe action is intentional and user-initiated. Double opt-out mechanisms are also encouraged to further mitigate accidental opt-outs.
Key opinions
- Avoid GET: GET requests for unsubscribe links can lead to unintended unsubscriptions due to automated systems.
- Use POST: POST requests provide a more secure and intentional opt-out process.
- Confirmation Page: A confirmation page following the unsubscribe link is recommended to verify user intent.
- Double Opt-Out: Implementing a double opt-out process provides an additional layer of protection against accidental unsubscriptions.
Key considerations
- Email Client Behavior: Different email clients may handle GET requests differently, potentially leading to unexpected behavior.
- Compliance: Adhering to best practices for unsubscribe handling is crucial for maintaining a good sender reputation and complying with regulations.
- User Experience: A clear and easy-to-understand unsubscribe process improves user experience and reduces frustration.
- Bot Activity: Unsubscribe links should be protected against bots and automated systems which may cause accidental removal.
Marketer view
Email marketer from Campaign Monitor indirectly supports the use of POST via a confirmation page and best practice. They recommend enabling double opt out so that users have to re-confirm this is what they want to do.
21 Aug 2021 - Campaign Monitor
Marketer view
Email marketer from Mailjet explains the need to adhere to best practice and strongly recommend POST requests over GET requests to ensure unintended users do not get opted out.
14 May 2022 - Mailjet
What the experts say
3 expert opinions
Experts recommend avoiding GET requests for one-click unsubscribe links due to the risk of accidental unsubscriptions caused by automated systems or pre-fetching. Instead, the unsubscribe link (triggered by a GET request) should lead to a page where the user is given the opportunity to confirm their choice. The actual unsubscription action should then be handled by a POST request, ensuring intentionality and security.
Key opinions
- GET for Display: A GET request should lead to a page displaying the unsubscribe option.
- POST for Action: A POST request should be used to execute the actual unsubscribe action.
- Prevent Accidental Unsubscribes: Avoiding GET requests for the actual unsubscribe helps prevent accidental unsubscribes.
Key considerations
- User Experience: Ensure the unsubscribe process is clear and easy for users to understand.
- Automated Clients: Be mindful of how automated clients might interact with unsubscribe links.
- Security: Protect the unsubscribe process from malicious or accidental triggers.
Expert view
Expert from Spam Resource, referencing M3AAWG documentation, mentions that it is undesirable to require an image load to unsubscribe. Therefore avoid GET requests which may cause issues with automated clients.
10 Apr 2023 - Spam Resource
Expert view
Expert from Word to the Wise explains that for one-click unsubscribe, utilizing a POST request ensures a more secure and intentional opt-out process, preventing unintended unsubscriptions often associated with GET requests.
21 Feb 2023 - Word to the Wise
What the documentation says
4 technical articles
Email deliverability documentation emphasizes the use of POST requests for one-click unsubscribe links. RFC 8058 explicitly recommends POST to ensure explicit user intent and prevent accidental unsubscriptions. While some platforms like Mailchimp don't outright ban GET requests, they suggest implementing a confirmation page, implying POST for the actual unsubscribe action. Microsoft and SparkPost also endorse best practices that include POST for final unsubscribe requests to mitigate unintended consequences and comply with regulations.
Key findings
- POST Recommended: POST requests are the preferred method for one-click unsubscribe to ensure user intent.
- RFC 8058: RFC 8058 specifies the use of HTTP POST for one-click unsubscribe.
- Confirmation Page: Even if using a GET request initially, documentation suggests leading to a confirmation page before unsubscribing.
- Best Practices: Adhering to unsubscribe best practices is essential for maintaining sender reputation and compliance.
Key considerations
- Accidental Unsubscribes: Using GET requests can lead to unintended unsubscriptions due to automated processes.
- User Experience: The unsubscribe process should be straightforward and user-friendly.
- Platform Guidelines: Follow specific platform guidelines and recommendations for handling unsubscribes.
- Regulatory Compliance: Ensure compliance with relevant email marketing regulations regarding unsubscribe mechanisms.
Technical article
Documentation from Mailchimp explains that the List-Unsubscribe header should contain a mailto: address and/or an HTTP URL. While they don't explicitly forbid GET requests, they imply that URLs should lead to a page where the user can confirm their unsubscription, suggesting a POST request for the final action.
17 Sep 2022 - Mailchimp
Technical article
Documentation from RFC Editor specifies that one-click unsubscribe SHOULD be implemented using HTTP POST requests. This method ensures that the unsubscribe action is an explicit intent of the user, mitigating accidental unsubscriptions caused by automated link checkers or crawlers.
27 Sep 2022 - RFC Editor
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