Is Hubspot automatically implementing one-click unsubscribe for Yahoogle compliance?
Matthew Whittaker
Co-founder & CTO, Suped
Published 1 Jul 2025
Updated 17 Aug 2025
8 min read
The email landscape underwent significant changes recently, with Google and Yahoo introducing new sender requirements. A key focus of these updates is the implementation of one-click unsubscribe functionality, designed to make it easier for recipients to opt out of unwanted emails. This is a crucial step towards improving email deliverability and reducing spam complaints.
Many email service providers (ESPs) like Mailchimp and Klaviyo have been quick to announce their automatic compliance. This has led to questions from users of other platforms, particularly HubSpot, about whether their outgoing emails are automatically meeting these new standards without requiring manual intervention. Users want to know if they need to take any specific steps to ensure their emails comply with these new rules.
The good news for HubSpot users is that the platform has confirmed its plans to ensure automatic compliance. This article will delve into HubSpot's approach to the one-click unsubscribe mandate, how you can verify its implementation, and broader deliverability considerations to keep your emails landing in the inbox.
The mandate for one-click unsubscribe
Google and Yahoo’s new requirements, effective February 2024 for bulk senders, emphasize improving the user experience and reducing unwanted mail. A core part of this is the one-click unsubscribe mandate. This means that marketing emails must include a method for recipients to easily unsubscribe with a single click, typically via a List-Unsubscribe header in the email. This header allows email clients (like Gmail or Yahoo) to display an unsubscribe button directly within their interface, making the process seamless for users. You can learn more about these requirements for Gmail and Yahoo.
The primary goal of these requirements is to combat unwanted emails and improve inbox placement. When users can easily unsubscribe, they are less likely to mark emails as spam, which positively impacts a sender's reputation. Conversely, if unsubscribing is difficult, recipients are more likely to hit the spam button, leading to a damaged sender reputation and potential domain blacklisting or blocklisting.
While the initial deadline for full compliance was set, some flexibility has been extended to ESPs due to the extensive development work required. This means that while the spirit of the rule is in full effect, email service providers have a bit more time to ensure their systems are fully compliant and rolled out to all users. Understanding the one-click unsubscribe requirements for marketing emails is vital for long-term deliverability.
Understanding RFC 8058
RFC 8058 specifies the List-Unsubscribe-Post header, which enables a true one-click unsubscribe without requiring a confirmation page. This is a critical distinction from the older List-Unsubscribe header that often redirected users to a landing page. Compliance with RFC 8058 is what Google and Yahoo are now primarily looking for from bulk senders.
HubSpot’s automatic implementation
HubSpot has been actively addressing the new email requirements, including the one-click unsubscribe. According to official communications and community discussions, HubSpot is indeed implementing the necessary changes automatically for marketing emails. This means that the platform is working to ensure that a List-Unsubscribe-Post header, compliant with RFC 8058, will be automatically applied to your marketing emails sent through their system. A HubSpot community post confirmed their implementation.
For the vast majority of users sending marketing campaigns, this means no manual action is required on your part to implement the one-click unsubscribe. HubSpot aims to handle this in the background, ensuring your emails remain compliant with the evolving standards from Gmail and Yahoo. This approach helps prevent potential deliverability issues that could arise from non-compliance, such as emails being sent to the spam folder or even being blocked entirely. This is a significant relief for marketers, as it removes a complex technical hurdle from their compliance checklist.
The automatic inclusion of these headers is a standard practice for leading ESPs to abstract away the technical complexities of email deliverability. This allows marketers to focus on content and strategy rather than intricate email protocols. This automatic process helps maintain a high standard of email hygiene and ensures that even if you are unaware of the technical intricacies of email headers, your emails are still compliant.
Example of a compliant List-Unsubscribe headerHTTP
Even with automatic implementation by HubSpot, it is good practice to occasionally verify that your emails are indeed including the necessary one-click unsubscribe header. You can do this by sending a test email to yourself and then inspecting the email's raw headers. Look for the List-Unsubscribe-Post header containing List-Unsubscribe=One-Click. This confirms that the one-click process is enabled for your marketing emails.
It is important to differentiate between marketing emails and one-to-one (or transactional) emails. While marketing emails sent to bulk lists require the one-click unsubscribe, the requirements for one-to-one or transactional emails can differ. HubSpot's policy on unsubscribe links for one-to-one emails states that privacy settings can influence their inclusion. Yahoo and Google distinguish between these categories, with different rules applying to each.
Marketing emails
Automatic inclusion: HubSpot automatically adds the one-click unsubscribe header.
RFC 8058 compliant: Designed to meet the stringent technical specifications.
Manual management: Unsubscribe links might need to be managed through privacy settings.
Privacy settings dependent: Inclusion depends on your account's data privacy settings.
Not always mandatory: Different regulations apply, as they are not bulk communications.
Initial observations from some users indicated that HubSpot might not have been fully compliant right at the outset of the new rules. This aligns with the understanding that many ESPs needed more time to roll out these significant technical changes across their entire infrastructure. The good news is that both Google and Yahoo acknowledged this challenge, providing some leeway. For the most current information, you can always refer to the Yahoogle FAQs for any updates on enforcement timelines.
Monitor your deliverability tools
Even with automatic compliance, regularly check your email deliverability metrics and any compliance tools you use. This proactive approach helps identify any anomalies or issues quickly. Being listed on an email blacklist (or blocklist) can severely impact your ability to reach the inbox, so vigilance is key.
Beyond one-click unsubscribe for HubSpot users
While one-click unsubscribe is a significant step towards improved email deliverability, it is just one component of a much larger strategy. To consistently land in the inbox, HubSpot users, like all email senders, need to focus on a holistic approach to email security and reputation. This includes robust email authentication protocols and maintaining a positive sender reputation.
Email authentication standards like SPF, DKIM, and DMARC are fundamental for proving that your emails are legitimate and not spoofed. Properly configured SPF, DKIM, and DMARC records help mailbox providers trust your sending domain, significantly reducing the chances of your emails being marked as spam or rejected. HubSpot generally manages many of these for you, but understanding them is beneficial.
Beyond authentication, maintaining a healthy sender reputation is paramount. This involves consistent sending practices, minimizing spam complaints, and avoiding email blocklists (or blacklists). Regular monitoring of your deliverability, engagement rates, and unsubscribe rates provides insights into your email program's health. High unsubscribe rates, even with one-click functionality, can still signal issues with content or audience targeting that might lead to your domain appearing on a blocklist.
Standard
Purpose
Impact on Deliverability
SPF
Authorizes sending servers for your domain.
Prevents unauthorized senders from using your domain.
DKIM
Adds a digital signature to emails to verify integrity.
Ensures email content hasn't been tampered with.
DMARC
Policy for handling emails that fail SPF or DKIM checks.
Provides reporting and prevents spoofing.
Views from the trenches
Best practices
Actively monitor your bounce rates and spam complaint rates to spot any deliverability issues quickly.
Segment your audience precisely to ensure your emails are relevant and reduce the likelihood of unsubscribes.
Regularly clean your email lists to remove inactive or invalid addresses, improving engagement metrics.
Common pitfalls
Assuming full compliance without periodically verifying email headers for the List-Unsubscribe-Post.
Neglecting the unsubscribe experience by making it difficult or requiring multiple steps.
Focusing solely on unsubscribe rates without also considering open rates and click-through rates for a holistic view.
Expert tips
Use email authentication tools to validate your SPF, DKIM, and DMARC records regularly for proper alignment.
Consider how transactional emails are handled separately from marketing emails regarding unsubscribe links.
Stay updated on official HubSpot releases and product updates for any further changes in email compliance.
Expert view
Expert from Email Geeks says: HubSpot is planning an update to ensure all marketing emails sent from HubSpot will meet RFC-8058, with the new header automatically applied. They will post updates on their community.
Dec 22, 2023 - Email Geeks
Marketer view
Marketer from Email Geeks says: Some initial tests suggested HubSpot emails weren't compliant yet, indicating the rollout might still be in progress.
Jan 17, 2024 - Email Geeks
Ensuring ongoing email success
HubSpot is committed to ensuring its platform aligns with the latest email sending requirements from Google and Yahoo, including the critical one-click unsubscribe feature. While the rollout may have had staggered phases, their intention is to implement this automatically for marketing emails, largely alleviating the need for users to take manual action.
However, relying solely on automatic compliance is never enough for long-term email success. A proactive approach to email deliverability, including understanding email authentication, monitoring your sender reputation, and maintaining clean email lists, remains crucial. By combining HubSpot’s automated compliance with your own vigilance, you can ensure your emails consistently reach their intended audience.
