Summary
Google and Yahoo require bulk email senders to implement one-click unsubscribe functionality, primarily achieved through RFC 8058. This standard uses the HTTP POST method via the List-Unsubscribe header, enabling users to unsubscribe directly within their email client. Compliance is vital for maintaining good sender reputation, deliverability, and avoiding spam filters. Unsubscribe requests must be processed within 24 hours. While RFC 8058 is the standard, supporting 'mailto:' links can provide compatibility with older email clients. Differentiate between the technical RFC 8058 implementation and legally required unsubscribe links in the email body (e.g., CAN-SPAM). Proper testing and efficient list management are essential.
Key findings
- RFC 8058 is Mandatory: Google and Yahoo mandate the use of RFC 8058 for one-click unsubscribe.
- Direct Unsubscribe via Header: Users unsubscribe directly from their email client using the List-Unsubscribe header.
- Deliverability and Reputation: Compliance improves deliverability, sender reputation, and avoids spam filters.
- 24-Hour Processing: Unsubscribe requests must be processed within 24 hours.
- Separation of Requirements: Technical (RFC 8058) and legal (e.g., CAN-SPAM) unsubscribe requirements are separate.
Key considerations
- Mailto Support: Consider supporting 'mailto:' links in addition to RFC 8058 for compatibility with older email clients.
- Testing: Thoroughly test your one-click unsubscribe implementation to ensure it functions correctly and quickly.
- List Management: Maintain efficient list management practices to handle unsubscribe requests effectively.
- Auditing and Preparation: Audit current unsubscribe processes and prepare your system for automated unsubscribe requests.
- Canned Resource: Leverage publicly available responses (e.g. Word to the Wise Article) for frequently asked questions about the requirements.
What email marketers say
8 marketer opinions
Google and Yahoo require senders to implement one-click unsubscribe functionality, leveraging RFC 8058, which provides a standardized HTTP-based method for unsubscribing. This allows users to unsubscribe directly from their email interface without navigating to a separate webpage. Proper implementation is crucial for maintaining good sender reputation, ensuring email deliverability, and avoiding spam filters. While RFC 8058 is the standard, maintaining 'mailto:' unsubscribe options can provide compatibility with older email clients. Testing the implementation and ensuring efficient list management are also essential.
Key opinions
- RFC 8058 Requirement: Google and Yahoo mandate one-click unsubscribe using RFC 8058.
- Direct Unsubscribe: Users can unsubscribe directly from the email interface.
- Reputation Impact: Proper implementation improves sender reputation.
- Deliverability: Compliance is essential for maintaining email deliverability.
- Spam Filters: Failure to comply can lead to emails being marked as spam.
Key considerations
- Mailto Support: Consider supporting 'mailto:' for older clients.
- Testing: Thoroughly test the one-click unsubscribe implementation.
- List Management: Implement efficient list management practices.
- ESP Check: Consult with your ESP about their implementation plans.
- Auditing Processes: Review current unsubscribe processes and ensure efficiency.
Marketer view
Email marketer from Email Marketing Forum explains that testing the one-click unsubscribe implementation is important to make sure it is working and quick for the user. They suggest using tools to validate the setup.
17 Apr 2024 - Email Marketing Forum
Marketer view
Email marketer from Mailjet shares that Google and Yahoo's new requirements include one-click unsubscribe, which is implemented using RFC 8058. This allows users to unsubscribe directly from the email interface without needing to visit a separate webpage.
12 Dec 2022 - Mailjet
What the experts say
6 expert opinions
Google and Yahoo require one-click unsubscribe, achieved through RFC 8058's List-Unsubscribe header. Compliance is essential for deliverability. While RFC 8058 is mandatory, 'mailto:' links can still be supported for legacy clients, especially for existing ESPs, and unsub requests must be processed within 24 hours. It's crucial to differentiate between this technical one-click unsubscribe and the legally required unsubscribe link in the email body (e.g., CAN-SPAM).
Key opinions
- RFC 8058 Mandatory: Google and Yahoo require RFC 8058 for one-click unsubscribe compliance.
- Deliverability Impact: Non-compliance negatively impacts email deliverability.
- 24-Hour Processing: Unsubscribe requests must be processed within 24 hours.
- Header vs. Body: One-click unsubscribe (header) is separate from legal requirements (body).
Key considerations
- Mailto Support: Consider supporting 'mailto:' links for legacy clients.
- Resource Utilization: Use the canned response for the Yahoo/Google one-click unsubscribe question
- Differentiating requirements: Ensure clarity between technical (RFC 8058) and legal unsubscribe requirements.
Expert view
Expert from Email Geeks clarifies that RFC 8058 is required for compliance everywhere, including Google, regarding one-click unsubscribe.
28 Jul 2021 - Email Geeks
Expert view
Expert from Email Geeks mentions that mailto links can still be included in the List-Unsubscribe header alongside the https one, and for existing ESPs, it's practical to continue supporting mailto until its usage diminishes significantly.
28 Sep 2023 - Email Geeks
What the documentation says
5 technical articles
Google and Yahoo require bulk email senders to implement one-click unsubscribe functionality, which is primarily achieved through RFC 8058. This standardizes the unsubscribe process using the HTTP POST method via the List-Unsubscribe header. This enables users to unsubscribe directly from within their email client, improving the user experience. Microsoft recommends one-click unsubscribe as an industry best practice. Google requires processing unsubscribe requests within 24 hours.
Key findings
- One-Click Mandate: Google and Yahoo require one-click unsubscribe for bulk senders.
- RFC 8058 Standard: RFC 8058 provides the technical specifications for one-click unsubscription via HTTP POST.
- List-Unsubscribe Header: The List-Unsubscribe header is used to implement one-click unsubscribe, as initially defined by RFC2369.
- Deliverability Impact: Failure to comply affects deliverability and can lead to emails being marked as spam.
- 24-Hour Processing: Google mandates unsubscribe requests are processed within 24 hours.
Key considerations
- Implementation: Implement one-click unsubscribe functionality using RFC 8058 via the List-Unsubscribe header.
- Industry Best Practices: Adhere to industry best practices, including one-click unsubscribe, to meet standards.
- User Experience: Ensure a seamless and user-friendly unsubscribe process.
Technical article
Documentation from RFC Editor defines the List-Unsubscribe header as a way to provide users with an easy and automated way to unsubscribe from mailing lists, linking to either an email address or a web URL. While RFC 8058 builds on this, this describes the core concept. (RFC2369)
28 Oct 2021 - RFC Editor
Technical article
Documentation from Google Workspace Updates explains that senders must support one-click unsubscribe, requiring a List-Unsubscribe header with either mailto: or https: options and mandating that unsubscribe requests are processed within 24 hours. This aligns with RFC 8058 for the HTTP unsubscribe method.
19 Jun 2024 - Google Workspace Updates
Are mailto links compliant with Google and Yahoo's one-click unsubscribe requirements?
Does Google require List-Unsubscribe for one-click unsubscribe in emails?
Does Microsoft support RFC 8058 list-unsubscribe-post?
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?
How do I add an unsubscribe button to the email header and what is RFC 8058?
