What are the best practices and legal considerations for 1-click versus 2-click email unsubscribes?
Matthew Whittaker
Co-founder & CTO, Suped
Published 8 Jul 2025
Updated 19 Aug 2025
8 min read
When someone wants to stop receiving your emails, how easy should that process be? It's a question that brings up a common debate in email marketing: the preference for a one-click unsubscribe versus a two-click (or multi-step) process. Both approaches have their proponents, each citing reasons ranging from user experience to compliance and protection against accidental opt-outs. My goal here is to clarify the best practices and legal considerations surrounding these methods, helping you decide what's right for your email program.
While it might seem like a simple choice, the implications of your unsubscribe mechanism stretch far beyond just clicking a link. It affects your deliverability, your sender reputation, and crucially, your legal standing. With major mailbox providers (MBPs) like Google and Yahoo now enforcing one-click unsubscribe for bulk senders, the landscape is shifting. Understanding the nuances is essential to maintain a healthy email program and avoid falling into spam folders or getting your domain placed on a blocklist (or blacklist).
The rise of one-click unsubscribe
The one-click unsubscribe option is generally considered the gold standard for user experience. When a recipient clicks the unsubscribe link, their subscription is immediately cancelled without any further steps or confirmation pages. This method typically leverages the List-Unsubscribe header in the email, allowing email clients to display a prominent unsubscribe button directly within the email interface itself. This approach is codified in RFC 8058, which defines how email clients can implement this feature securely and efficiently.
Example of List-Unsubscribe header for one-click functionality
The primary benefit of one-click unsubscribe is undoubtedly the improved user experience. When someone decides they no longer want your emails, making the process friction-less reduces frustration. This positive interaction, even during an unsubscribe, can protect your brand reputation. Crucially, it also minimizes the likelihood of recipients marking your emails as spam, which can severely damage your domain reputation and lead to your emails being directed to the junk folder or being blocked entirely.
With the new Gmail and Yahoo requirements for bulk senders (those sending over 5,000 messages per day) coming into effect in early 2024, providing a one-click unsubscribe option is no longer just a best practice; it's a mandatory requirement for maintaining high inbox placement. This applies to marketing and subscribed messages and ensures recipients can easily opt out without navigating complex processes or additional steps. I find that this shift emphasizes user control and aims to reduce unwanted email.
The case for two-click unsubscribe
While one-click unsubscribe offers clear benefits, the two-click method has historically been favored by some senders, largely to prevent accidental unsubscribes or those triggered by automated systems. A two-click process typically involves the recipient clicking an unsubscribe link in the email, which then takes them to a landing page where they must confirm their decision with a second click. This additional step acts as a safeguard, ensuring that the unsubscribe request is intentional.
The main argument for a two-click process centers on data integrity. Automated security scanners and bots sometimes follow unsubscribe links to check for malicious content, inadvertently opting out legitimate subscribers. This can lead to inaccurate unsubscribe rates and lost contacts. A confirmation step can filter out these bot-triggered unsubscriptions, preserving your active subscriber list. However, it's a delicate balance; adding friction can frustrate users and potentially lead them to mark your emails as spam instead of completing the unsubscribe process.
It's important that if you opt for a two-click unsubscribe process (where legally permissible and not in conflict with new mandates), the confirmation page should be straightforward. It should not require users to log in, provide their email address again, or fill out surveys before completing the unsubscribe. Requiring a login to unsubscribe is a major deliverability red flag and could be non-compliant with various regulations. The goal is to make the second click as easy and unambiguous as possible.
Legal landscape and compliance
Understanding the legal landscape is crucial for any email sender. Several key regulations govern email marketing and, specifically, unsubscribe mechanisms. The CAN-SPAM Act in the U.S. mandates that commercial emails must include a clear and conspicuous way for recipients to opt out of receiving future messages. It also requires that opt-out requests be honored within 10 business days.
Similarly, the General Data Protection Regulation (GDPR) in Europe and Canada's Anti-Spam Legislation (CASL) emphasize the right to withdraw consent easily. While these laws don't explicitly require a one-click unsubscribe for all emails, they stipulate that the process must be simple and free of unnecessary hurdles. A two-click process can still be compliant if it's truly only two clicks and doesn't demand extraneous information or actions from the user. However, the recent mandates from Gmail and Yahoo, which cover a significant portion of email users globally, are effectively making one-click unsubscribe a de facto standard for high-volume senders.
For bulk senders, compliance with the new Gmail and Yahoo requirements means implementing RFC 8058 compliant one-click unsubscribe in the List-Unsubscribe header. Failure to do so can result in email delivery issues, with messages being sent to spam folders or rejected outright. Even if you're not a bulk sender, adopting this practice demonstrates a commitment to user experience and deliverability best practices, potentially improving your email program's performance and avoiding future blocklisting (or blacklisting) issues.
I've included a table that summarizes the key legal considerations for unsubscribe processes:
Regulation
Key Unsubscribe Requirements
Impact on 1-Click vs. 2-Click
CAN-SPAM Act
Clear and conspicuous opt-out mechanism, honor requests within 10 business days, no additional fees or information required (other than email address and preferences).
Permits 2-click if straightforward, but new Gmail/Yahoo rules push for 1-click for bulk senders, aligning with the spirit of easy opt-out.
GDPR
Right to withdraw consent at any time, as easily as it was given. Requires clear instructions and prompt action.
Strongly favors low-friction processes; 1-click is ideal, 2-click acceptable if truly simple and requires no extra info.
CASL
Must include an unsubscribe mechanism that is readily apparent and can be easily performed.
Similar to GDPR, prioritizes ease of opt-out. A simple 2-click may be acceptable, but 1-click is preferred for optimal user experience and compliance.
Gmail/Yahoo New Requirements
Bulk senders (5K+ messages/day) must implement one-click unsubscribe via List-Unsubscribe header for marketing/subscribed messages.
Mandates 1-click for compliance for bulk senders, shifting the industry standard. Failure to comply can lead to blocked emails.
Best practices for any unsubscribe process
Regardless of whether you implement a one-click or two-click system, several best practices ensure your unsubscribe process is effective and compliant. First and foremost, the unsubscribe link must be clear and conspicuous. Don't hide it in tiny text or obscure locations. It should be easily found, typically in the email footer, and use common terminology like "Unsubscribe" or "Opt-out."
Another critical aspect is immediate processing. While laws like CAN-SPAM allow up to 10 business days, honoring unsubscribe requests immediately is a best practice. Delays can lead to frustrated recipients marking your emails as spam, which negatively impacts your sender reputation and could get you on a blocklist (or blacklist). I also recommend sending a clear confirmation message once the unsubscribe is complete. This reassures the user that their request has been processed and can reduce the likelihood of them taking further action, such as reporting your email as spam.
Finally, consider offering a preference center instead of a full unsubscribe. This allows users to tailor the types of emails they receive, reducing overall unsubscribes while retaining some level of engagement. If a user only wants weekly updates instead of daily, giving them that option can prevent them from opting out entirely. This can also help reduce unwanted unsubscribes triggered by bots by allowing subscribers to manage their subscriptions, rather than being fully removed. For more details on this, you can look at whether preference centers should be used.
One-click unsubscribe
User experience: Provides the easiest and fastest way to opt out, leading to higher satisfaction.
Compliance: Meets and exceeds most legal requirements, including new Gmail/Yahoo mandates.
Deliverability: Reduces spam complaints, improving sender reputation and inbox placement.
Implementation: Requires proper configuration of the List-Unsubscribe header.
Navigating your unsubscribe strategy
The choice between one-click and two-click unsubscribe methods is not merely a matter of preference; it's a strategic decision with significant implications for your email program's legal compliance, deliverability, and user satisfaction. While a two-click process might offer a perceived safeguard against accidental unsubscribes, the industry is clearly moving towards a one-click standard, driven by major mailbox providers. Prioritizing a seamless and easy unsubscribe experience is no longer optional for high-volume senders; it's essential for maintaining a healthy sender reputation and ensuring your messages reach the inbox. By adhering to best practices and respecting user choice, you can build a more engaged and compliant email list that benefits everyone involved.
I always encourage my clients to regularly review their unsubscribe processes, perform tests for functionality, and stay informed about evolving legal and technical requirements to ensure optimal deliverability and user trust.
Views from the trenches
Best practices
Always include a clearly visible unsubscribe link in your email footer.
Ensure unsubscribe requests are processed immediately, ideally within seconds.
Utilize the List-Unsubscribe header for one-click functionality, especially for bulk sending.
Offer a preference center to allow subscribers to manage email frequency and topics.
Common pitfalls
Hiding the unsubscribe link or making it too small to see easily.
Requiring users to log in or provide additional information to unsubscribe.
Delaying the processing of unsubscribe requests beyond legal limits (or best practices).
Not testing unsubscribe links regularly across different email clients and devices.
Expert tips
Prioritize user experience to minimize spam complaints, which significantly impacts deliverability.
Automated systems are increasingly penalizing senders who don't offer one-click opt-out.
A well-managed unsubscribe process cleans your list, leading to better engagement metrics.
Consider a phased approach if transitioning from 2-click to 1-click for large lists.
Marketer view
Marketer from Email Geeks says they moved to two-click unsubscribes to minimize false positives from security devices that follow links and inadvertently trigger unsubscribes.
2019-09-27 - Email Geeks
Expert view
Expert from Email Geeks says they prefer two-click because one-click can generate unwanted unsubscribes, emphasizing that revoking consent should be as easy as giving it, but without requiring logins or email re-entry.
Gmail/Yahoo New Requirements
