What are the one-click unsubscribe requirements for Yahoo and Google?

7Marketer opinions 4Expert opinions 4Technical articles 4Resources

Summary

To comply with Yahoo and Google's one-click unsubscribe requirements, senders must implement the List-Unsubscribe header with a secure HTTPS URL, adhering to RFC 8058. This allows recipients to unsubscribe instantly and directly from their email client. Mailto links alone are not sufficient. Failure to comply can lead to deliverability issues and a damaged sender reputation.

Key findings

RFC 8058 Compliance is Crucial: Compliance with RFC 8058 is mandatory for meeting one-click unsubscribe requirements set by both Yahoo and Google.
HTTPS URL in List-Unsubscribe Header: The List-Unsubscribe header must include a secure HTTPS URL to facilitate direct and immediate unsubscription.
Mailto Links Are Insufficient: Relying solely on mailto links for unsubscription does not meet the new one-click unsubscribe standards.
Impact on Deliverability and Reputation: Failure to comply with one-click unsubscribe requirements can negatively impact email deliverability and sender reputation.

Key considerations

Proper Header Implementation: Ensure the List-Unsubscribe header is correctly implemented with the correct syntax and a working HTTPS URL.
Simplified Unsubscription Process: The unsubscription process should be simple and intuitive for recipients to improve user satisfaction.
Ongoing Compliance Monitoring: Continuously monitor and update the unsubscription process to adapt to evolving email regulations and best practices.

What email marketers say
7Marketer opinions

The one-click unsubscribe requirements for Yahoo and Google necessitate implementing the List-Unsubscribe header with a secure HTTPS URL, adhering to RFC 8058. This allows recipients to unsubscribe instantly, directly from their email client, improving sender reputation and deliverability.

Key opinions

RFC 8058 Compliance: Adherence to RFC 8058 is essential for meeting one-click unsubscribe requirements set by Yahoo and Google.
HTTPS URL: The List-Unsubscribe header must include a secure HTTPS URL to facilitate direct unsubscription.
Immediate Unsubscription: The implementation must enable recipients to unsubscribe with a single click, without additional steps or confirmation pages.
Improved Deliverability: Complying with one-click unsubscribe requirements enhances sender reputation and email deliverability.

Key considerations

Header Implementation: Properly configure the List-Unsubscribe header with the correct syntax and a valid HTTPS URL.
User Experience: Ensure a seamless and intuitive unsubscription process for recipients to improve user satisfaction and reduce spam complaints.
Future Changes: Stay updated on evolving email regulations and best practices to maintain compliance and optimize email deliverability.

Marketer view

Email marketer from Email Uplers explains that one-click unsubscribe helps comply with sender requirements from Google and Yahoo by implementing RFC 8058 with a secure HTTPS URL in the List-Unsubscribe header, allowing users to instantly unsubscribe.

July 2022 - Email Uplers

Marketer view

Email marketer from Reddit shared that Gmail and Yahoo want you to implement one-click unsubscribe per RFC 8058. Use the List-Unsubscribe header with an HTTPS URL so users can instantly unsubscribe from their email client.

June 2023 - Reddit

Marketer view

Email marketer from Mailjet blog explains that one-click unsubscribe requires an easy, automated process, which includes implementing the List-Unsubscribe header with an HTTPS URL. This enables immediate unsubscription without additional steps.

June 2021 - Mailjet

Marketer view

Email marketer from Litmus answers that implementing one-click unsubscribe functionality as per RFC 8058, particularly utilizing HTTPS URLs in the List-Unsubscribe header, aligns with Google and Yahoo’s requirements and helps maintain good sender reputation.

June 2022 - Litmus

Marketer view

Email marketer from StackExchange SuperUser points out that one-click unsubscribe is now crucial. Implementing the List-Unsubscribe header with both a mailto and HTTPS link is recommended, but the HTTPS link as per RFC 8058 is what meets the new one-click standards.

August 2024 - StackExchange SuperUser

Marketer view

Email marketer from Stack Overflow highlights that implementing one-click unsubscribe functionality involves adding a 'List-Unsubscribe' header with both mailto and HTTPS options. However, to meet the recent requirements, prioritizing the HTTPS option according to RFC 8058 is crucial.

August 2021 - Stack Overflow

Marketer view

Email marketer from Sendinblue highlights that the one-click unsubscribe feature lets recipients opt-out with a single click. To comply with Gmail and Yahoo, the List-Unsubscribe header needs to be used in accordance to RFC 8058 and include an HTTPS URL.

July 2024 - Sendinblue

What the experts say
4Expert opinions

To meet the one-click unsubscribe requirements of Yahoo and Google, it's essential to implement the List-Unsubscribe header with a secure HTTPS URL, as specified in RFC 8058. Mailto links are insufficient. Non-compliance can lead to deliverability issues.

Key opinions

RFC 8058 is Mandatory: Both Yahoo and Google require compliance with RFC 8058 for one-click unsubscribe.
HTTPS URL Required: A secure HTTPS URL in the List-Unsubscribe header is necessary for direct unsubscription.
Mailto Links Insufficient: Using only mailto links does not meet the one-click unsubscribe requirements.
Impact on Deliverability: Failure to comply can negatively impact email deliverability.

Key considerations

Header Implementation: Properly configure the List-Unsubscribe header with the correct syntax and a valid HTTPS URL.
Compliance Monitoring: Regularly monitor and update your unsubscribe process to ensure ongoing compliance with evolving email regulations.

Expert view

Expert from Email Geeks explains that to meet Google's one-click unsubscribe requirement, RFC 8058 is needed. He shares a link to Google's support page which confirms this.

October 2024 - Email Geeks

Expert view

Expert from Spamresource.com answers that the main requirement for one-click unsubscribe is the implementation of the List-Unsubscribe header with a HTTPS URL as specified in RFC 8058.

October 2023 - Spamresource.com

Expert view

Expert from Email Geeks shares a quote clarifying Yahoo's one-click unsubscribe requirements, stating that mailto links are not sufficient and that RFC 8058 is required, including one HTTPS URL in the List-unsubscribe header.

June 2021 - Email Geeks

Expert view

Expert from Word to the Wise shares that one-click unsubscribe, specifically the RFC 8058 requirement with a HTTPS URL, is crucial for compliance with Yahoo and Gmail's new sender requirements. The post highlights that the absence of a one-click unsubscribe option could lead to deliverability issues and non-compliance.

June 2022 - Word to the Wise

What the documentation says
4Technical articles

Google and Yahoo require senders to implement one-click unsubscribe functionality using the List-Unsubscribe header with a valid HTTPS URL, as specified in RFC 8058. This allows users to unsubscribe directly from the email client in a simple and automated way.

Key findings

List-Unsubscribe Header: The List-Unsubscribe header is the primary mechanism for implementing one-click unsubscribe.
HTTPS URL: A valid HTTPS URL must be included in the List-Unsubscribe header for direct unsubscription.
RFC 8058 Compliance: Adherence to RFC 8058 is mandatory to meet Google and Yahoo's requirements.
Simplified Unsubscription: The process should be simple and automated for users to easily unsubscribe.

Key considerations

Correct Implementation: Ensure the List-Unsubscribe header is correctly implemented with the proper syntax and a working HTTPS URL.
Regular Updates: Stay updated with the latest email standards and guidelines to maintain compliance.

Technical article

Documentation from SparkPost underscores that to comply with Google and Yahoo's requirements, senders must implement one-click unsubscribe using the List-Unsubscribe header with a valid HTTPS URL, aligning with RFC 8058.

October 2023 - SparkPost

Technical article

Documentation from Yahoo Sender Hub specifies that senders must implement one-click unsubscribe functionality using the List-Unsubscribe header according to RFC 8058. It mandates an HTTPS URL for direct unsubscription.

October 2024 - Yahoo Sender Hub

Technical article

Documentation from Google Workspace Admin Help explains that to meet the one-click unsubscribe requirement, senders must include a List-Unsubscribe header with an HTTPS URL as described in RFC 8058. This allows users to unsubscribe directly from the email client.

August 2022 - Google Workspace Admin Help

Technical article

Documentation from IETF explains the standards for the List-Unsubscribe header field, including its syntax and usage. It highlights the importance of providing a simple and automated way for users to unsubscribe from mailing lists, and ensuring there are methods like HTTPS URLs.

June 2021 - ietf.org

One-click unsubscribe: What it is, how it works, & compliance - Valimail

Part of the new Google and Yahoo email sender requirements involves setting up one-click unsubscribe. Learn more about it here.

Valimail -

1-Click Unsubscribe: New GMAIL & YAHOO changes ...

Gmail and Yahoo are rolling out new requirements Feb 1st requiring that bulk senders have a 1-click unsubscribe. Is HubSpot rolling this out across all customers or is this something we need to enable manually in all our emails?

community.hubspot.com