Summary
The question of whether Sendlane complies with RFC 8058 for one-click unsubscribe functionality is crucial for maintaining good sender reputation and meeting major inbox provider requirements. Recent changes by Gmail and Yahoo have made RFC 8058 compliance a critical factor for email deliverability. If Google Postmaster Tools reports non-compliance, it indicates a potential issue that needs investigation, as a true one-click unsubscribe should be implemented at the header level, not merely through a web page link in the email body.
Key findings
- Header vs. Body Link: RFC 8058 requires a List-Unsubscribe-Post header that facilitates a direct, one-click unsubscribe without needing to visit a landing page.
- ESP Explanation Discrepancy: A Sendlane support response describing a web page unsubscribe flow indicates a misunderstanding or misrepresentation of RFC 8058, which mandates an automated POST request upon clicking.
- Testing Challenges: Some ESPs may suppress emails sent to testing tools like aboutmy.email, complicating direct verification.
- Manual Verification: Checking email headers for the presence of List-Unsubscribe-Post and List-Unsubscribe (with HTTPS link) is essential.
- DKIM Inclusion: Both unsubscribe headers should be included in the DKIM-Signature header for proper authentication and compliance.
Key considerations
- ESP Knowledge Gaps: Support representatives may lack specific deliverability knowledge regarding complex standards like RFC 8058. Escalation to a deliverability specialist within the ESP is often necessary.
- Unsubscribe Functionality: A compliant one-click unsubscribe helps to reduce spam complaints, improve email sender reputation, and ensures compliance with new regulations from major inbox providers like Gmail and Yahoo. Learn more about one-click unsubscribe requirements.
- Postmaster Tool Reporting: If Google Postmaster Tools flags non-compliance, it is a strong indicator of an issue, even if the ESP claims otherwise or if manual tests are difficult.
- Troubleshooting Headers: Manually reviewing the email headers for the List-Unsubscribe and List-Unsubscribe-Post fields is the most reliable way to verify compliance. This process can help you verify List-Unsubscribe header configuration.
What email marketers say
Email marketers often face challenges in verifying RFC 8058 compliance, especially when relying on ESP support or automated testing tools. There's a common initial disbelief that a major ESP like Sendlane wouldn't already be compliant, given the industry shift towards one-click unsubscribe requirements. Marketers also note that certain testing tools might not work reliably if ESPs suppress their test emails.
Key opinions
- Difficulty in Verification: Marketers find it hard to confirm RFC 8058 compliance when testing emails to tools like aboutmy.email aren't being delivered.
- Surprise at Non-Compliance: There's widespread surprise if a large ESP like Sendlane hasn't implemented RFC 8058, especially since their former leadership was vocal about such changes.
- Potential Misflagging: It's suggested that Google Postmaster Tools might sometimes misflag compliance if the email is incorrectly classified, for example, as a transactional email not requiring one-click unsubscribe.
- Subdomain Dedication: Marketers who dedicate specific subdomains for their ESPs expect those platforms to handle compliance seamlessly for bulk sends.
Key considerations
- Testing Tool Reliability: Consider that ESPs might intentionally block or suppress certain test addresses, affecting the reliability of external validation tools. For testing one-click unsubscribe functionality, you can use email marketing testing methods.
- Direct ESP Communication: When an ESP's support response seems incorrect, escalate the issue to a higher level or a specialized deliverability team. This approach is key to understanding unsubscribe requirements for email headers.
- Silent Blocking: An ESP might implement rate limits or silent blocking on unsubscribe endpoints to prevent abuse, which could inadvertently affect compliance checks.
- Industry Standard Knowledge: Marketers should be familiar with the core principles of RFC 8058 to identify incorrect compliance explanations from their ESPs, especially concerning one-click unsubscribe implementation.
Marketer view
Email marketer from Email Geeks notes that they had difficulty getting test emails to go through to external verification services like aboutmy.email, even though Sendlane reported the campaigns as successfully delivered.
Marketer view
Email marketer from Email Geeks stated that it is hard to believe Sendlane doesn't support RFC 8058, especially since their dedicated subdomain for Sendlane campaigns and reply-to settings should support it.
What the experts say
Deliverability experts consistently highlight that RFC 8058 compliance is a nuanced technical matter, often misunderstood by general support staff at ESPs. They emphasize the specific requirements of the List-Unsubscribe-Post header and the importance of its interaction with DKIM-Signature. Experts also point out that some ESPs might intentionally block testing services, complicating external verification efforts.
Key opinions
- Support Understanding: Experts believe that ESP support representatives may lack the specific deliverability knowledge to correctly explain RFC 8058 compliance, making escalation necessary.
- Header Requirements: True compliance requires both the List-Unsubscribe and List-Unsubscribe-Post headers to be present and correctly configured.
- DKIM Inclusion: For correct implementation, both unsubscribe headers should be included within the DKIM-Signature header, which is a common oversight.
- Manual Troubleshooting: Inspecting full email headers manually is recommended to confirm correct implementation when automated tools fail.
- Suppression Lists: Some ESPs actively add testing services like aboutmy.email to their suppression lists, preventing test emails from reaching them.
Key considerations
- Escalation Path: If an ESP's initial response about RFC 8058 compliance is confusing or incorrect, it's crucial to escalate the issue within their support structure to reach a deliverability expert.
- Header Inspection: Always verify compliance by examining the raw email headers for the presence and correct format of the List-Unsubscribe-Post and List-Unsubscribe headers. This is critical for Yahoo and Gmail unsubscribe requirements.
- Endpoint Verification: Beyond header presence, the POST endpoint specified in List-Unsubscribe-Post must function correctly and initiate an immediate unsubscribe upon a POST request.
- Staying Updated: Keep abreast of the latest deliverability requirements from major mailbox providers. RFC 8058 has been a standard for some time, and adherence is now strictly enforced, as detailed by Postmastery.
Expert view
Deliverability expert from Email Geeks observes that Sendlane's explanation of one-click unsubscribe sounds confused, suggesting a support representative without specialized deliverability knowledge is providing the information.
Expert view
Deliverability expert from Email Geeks notes that if Google indicates the link is not compliant and Sendlane's explanation is incorrect, it strongly implies that the RFC 8058 standard has either not been implemented or is implemented improperly.
What the documentation says
Official documentation, notably RFC 8058 itself, defines the precise technical specifications for one-click unsubscribe functionality. It emphasizes the use of specific email headers, particularly List-Unsubscribe-Post, to enable a direct, automated unsubscribe action via a POST request. Documentation from major email providers further reinforces these requirements, setting clear expectations for bulk senders to maintain good deliverability.
Key findings
- RFC 8058 Definition: The standard specifies a method for signaling a one-click function for the List-Unsubscribe email header field, explicitly detailing how a POST request should be used.
- Automated Unsubscribe: RFC 8058 defines a true one-click unsubscribe as an HTTPS URI POST that triggers an unsubscribe within 48 hours without additional user interaction.
- Mandatory Header Inclusion: New requirements from major mailbox providers necessitate the inclusion of the List-Unsubscribe-Post header for bulk senders.
- Compliance Deadlines: Google explicitly set a deadline for requiring RFC 8058 one-click list-unsubscribe support in headers, with non-compliance leading to emails not being delivered.
Key considerations
- Technical Implementation: Implementing RFC 8058 requires a technical understanding of email headers and server-side handling of POST requests, not just placing a link in the email body.
- Header Integrity: Ensure that the relevant unsubscribe headers are properly signed by DKIM to prevent tampering and ensure their authenticity. You can learn more about email authentication standards.
- Avoiding Bot Clicks: RFC 8058 is designed to allow mailbox providers to offer one-click unsubscribe without triggering accidental unsubscribes from bots. Proper implementation protects senders from bot clicks and ensuring compliance.
- Unified Approach: While RFC 8058 focuses on the header, maintaining a clear unsubscribe link in the email footer is still a best practice for user experience and CAN-SPAM compliance, ensuring a harmonized unsubscribe mechanism.
Technical article
Official documentation from IETF Datatracker describes RFC 8058 as a method for signaling a one-click function for the List-Unsubscribe email header field, providing a standardized approach for simplified unsubscribes.
Technical article
Official documentation from Customer.io states that the new requirement, RFC 8058 List-Unsubscribe-Post, defines true one-click unsubscribe through an HTTPS URI POST request that should trigger an unsubscribe within 48 hours.
Related resources
13 resources
Related pages
What are the one-click unsubscribe requirements for Gmail and Yahoo, and how do they relate to CAN-SPAM compliance?
How can I verify if my company's emails have List-Unsubscribe headers correctly configured?
What are the requirements for one-click unsubscribe in email marketing?
How do I add an unsubscribe button to the email header and what is RFC 8058?
Who supports one-click unsubscribe and what are the Gmail one-click unsubscribe requirements and enforcement dates?
What are the requirements for one-click unsubscribe with Yahoo and Google, and how does RFC 8058 fit in?
How to test one click unsubscribe functionality in email marketing?
Why is AboutMy.Email reporting RFC 8058 failure for one-click unsubscribe?
Ultimate Guide to Google Postmaster Tools V2
A simple guide to DMARC, SPF, and DKIM
