Implementing a List-Unsubscribe header is mandatory for bulk email senders, especially those sending to Gmail and Yahoo, with compliance dates in early 2024. Google requires one-click unsubscribe for senders of over 5,000 messages a day, along with a clearly visible unsubscribe link. Yahoo requires one-click unsubscribe and email authentication using SPF, DKIM, and DMARC. This header provides a reliable mechanism for users to remove themselves from mailing lists, reducing spam complaints and improving sender reputation. While IP reputation may not be the sole factor for inbox placement at these providers, failure to implement this header can negatively impact deliverability. The protocol should mitigate accidental unsubscribes from bot activity. It's not just a best practice but an expectation, and not implementing it is considered detrimental ('email suicide'). Easier unsubscribe methods prevent recipients from marking emails as spam. Industry best practices, as noted by Microsoft, involve always allowing customers to unsubscribe. Many companies were initially slow to adopt unsubscribe practices, and making the process clear and easily accessible is now crucial.
9 marketer opinions
Implementing a list-unsubscribe header is crucial for maintaining a positive sender reputation and improving email deliverability. Not implementing a list-unsubscribe header can negatively impact deliverability and sender reputation, and can increase the chances of recipients marking emails as spam, potentially leading to blacklisting. Providing a clear and easy-to-find unsubscribe link, including a one-click unsubscribe option, is essential for complying with regulations and maintaining a healthy email list. It is a best practice and often considered an expectation from mailbox providers, which should be implemented as a priority.
Marketer view
Email marketer from ActiveCampaign shares that one way to improve email deliverability is ensuring that every email has an easy to find one-click unsubscribe feature that works properly.
21 Jun 2022 - ActiveCampaign
Marketer view
Email marketer from Mailjet explains that implementing a list-unsubscribe header is crucial for maintaining a good sender reputation and improving deliverability. It also reduces the likelihood of recipients marking emails as spam.
18 Dec 2023 - Mailjet
5 expert opinions
Implementing a list-unsubscribe header is a mandatory requirement from Yahoo and Google, with potential consequences for non-compliance. While IP reputation may not be the primary factor for inbox placement at these ISPs, the impact on deliverability from not implementing list-unsubscribe will be negative. The protocol includes measures to mitigate accidental unsubscriptions from bots. However, companies were slow to adopt unsubscribe practices so make it clear and easy to use.
Expert view
Expert from Spam Resource explains how many companies were slow to adopt unsubscribe practices and provides examples of where it may be hidden at the bottom of the email.
15 Apr 2022 - Spam Resource
Expert view
Expert from Email Geeks explains that the list-unsubscribe protocol should mitigate accidental unsubscriptions due to bot activity.
16 Aug 2021 - Email Geeks
4 technical articles
Google and Yahoo mandate one-click unsubscribe for bulk senders (over 5,000 messages/day to Gmail) as of early 2024, along with visible unsubscribe links and proper email authentication (SPF, DKIM, DMARC). The List-Unsubscribe header, as defined by RFC2369, provides a reliable mechanism for users to remove themselves from mailing lists. Microsoft recommends always allowing customers to unsubscribe from bulk messages, including unsubscribe links in all marketing emails, as an industry best practice.
Technical article
Documentation from Yahoo Mail Blog shares that as of early 2024, all bulk senders must implement one-click unsubscribe. This allows recipients to easily opt out of receiving future emails. Senders must also authenticate their email using SPF, DKIM, and DMARC.
31 Jan 2024 - Yahoo Mail Blog
Technical article
Documentation from RFC2369 defines the List-Unsubscribe header field and states it is intended to provide a simple, reliable mechanism for users to remove themselves from mailing lists. It specifies the format and usage of the header.
9 Mar 2025 - RFC2369
Are mailto links compliant with Google and Yahoo's one-click unsubscribe requirements?
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Does Google require List-Unsubscribe for one-click unsubscribe in emails?
How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
How do Gmail and Yahoo's new one-click unsubscribe requirements work?