Summary
To comply with the latest Yahoo and Gmail requirements, email senders, especially bulk senders, MUST implement a one-click unsubscribe process. This involves utilizing List-Unsubscribe headers, including both List-Unsubscribe and List-Unsubscribe-Post. The List-Unsubscribe header should contain a valid HTTPS URL. These requirements are rooted in the RFC 8058 standard. A List-Unsubscribe header with a mailto: URL can be used as an alternative. It's essential not to rely solely on List-Unsubscribe, as it's not universally supported, and a CAN-SPAM compliant unsubscribe link should also be included. Enforcing these standards is a relatively recent development, focusing on enhancing user experience and sender reputation. Avoid using HTTP URLs as they are non-compliant. For RFC 8058, avoid only using a POST link; the GET request to the HTTPS url must show the one-click opt-out.
Key findings
- One-Click Unsubscribe: A one-click unsubscribe process is mandatory.
- List-Unsubscribe Headers: Implementation requires both List-Unsubscribe and List-Unsubscribe-Post headers.
- HTTPS URL is Required: The List-Unsubscribe header MUST contain a valid HTTPS URL.
- RFC 8058 Compliance: Adherence to RFC 8058 standard is crucial for proper implementation.
Key considerations
- User Experience: A streamlined unsubscribe process improves user experience.
- Sender Reputation: Complying with these requirements enhances sender reputation.
- Not a replacement for CAN-SPAM: List-Unsubscribe is not a complete replacement for a CAN-SPAM compliant link.
- Enforcement: Email providers are now actively enforcing these guidelines.
- Alternative mailto: Instead of the RFC 8058 setup, you can use a List-Unsubscribe header with a mailto: URL.
What email marketers say
10 marketer opinions
To comply with Yahoo and Gmail's requirements for List-Unsubscribe headers, senders must implement a one-click unsubscribe process. This involves including both List-Unsubscribe and List-Unsubscribe-Post headers in outgoing emails. The List-Unsubscribe header must contain an HTTPS URL, ensuring secure communication. This is mandatory for bulk email senders and aligns with CAN-SPAM regulations, streamlining unsubscription and improving deliverability. Enforcing one-click unsubscribe is a recent change, and adhering to these guidelines optimizes the unsubscribe experience for recipients.
Key opinions
- One-Click Unsubscribe: Implementing a one-click unsubscribe process is mandatory for compliance.
- List-Unsubscribe Headers: Both List-Unsubscribe and List-Unsubscribe-Post headers must be included.
- HTTPS URL: The URL in the List-Unsubscribe header must be HTTPS.
- Bulk Sender Requirement: These requirements primarily target bulk email senders.
Key considerations
- CAN-SPAM Compliance: Using List-Unsubscribe headers helps comply with CAN-SPAM regulations.
- Deliverability: Implementing one-click unsubscribe improves email deliverability.
- User Experience: A streamlined unsubscribe process enhances the user experience.
- Enforcement: The enforcement of one-click unsubscribe is a recent development.
Marketer view
Email marketer from StackOverflow user coding_expert, in a thread, explains that including both `List-Unsubscribe` and `List-Unsubscribe-Post` headers is required for modern email compliance. Including an HTTPS URL in the `List-Unsubscribe` header is also vital for one-click functionality.
20 Dec 2021 - StackOverflow
Marketer view
Email marketer from Email Geeks states how to do “one click” unsub in the list-unsubscribe headers is not new, but what’s new is us enforcing it.
19 Jul 2021 - Email Geeks
What the experts say
7 expert opinions
To comply with Yahoo and Gmail's requirements for List-Unsubscribe headers, a one-click unsubscribe mechanism using RFC 8058 is essential. This requires a List-Unsubscribe header with an HTTPS URL and a List-Unsubscribe-Post header. Alternatively, a List-Unsubscribe header with a mailto: URL can be used. It's crucial to avoid using only a POST link and ensure that if the HTTPS URL is accessed via GET, it displays a one-click opt-out option. Using HTTP URLs is non-compliant. Relying solely on List-Unsubscribe is deliverability malpractice; a CAN-SPAM compliant unsubscribe link is also necessary.
Key opinions
- One-Click Unsubscribe via RFC 8058: Implementing RFC 8058 one-click unsubscribe is a core requirement.
- HTTPS URL Mandatory: The List-Unsubscribe header must include an HTTPS URL.
- List-Unsubscribe-Post Header: RFC 8058 requires the inclusion of the List-Unsubscribe-Post header.
- Non-Compliance with HTTP: Using HTTP URLs for one-click unsubscribe does not meet the requirements.
Key considerations
- Mailto: URL Alternative: A List-Unsubscribe header with a mailto: URL can be used as an alternative to RFC 8058.
- GET Request Handling: If the HTTPS URL is accessed via GET, it must present a one-click opt-out button.
- Supplemental CAN-SPAM Link: A CAN-SPAM compliant unsubscribe link should always be present, in addition to List-Unsubscribe headers.
- Avoid Sole Reliance: Do not rely solely on List-Unsubscribe as it's not supported by all email clients.
Expert view
Expert from Email Geeks shares it is deliverability malpractice to rely on list unsubscribe as the sole method of unsubscribe. List unsubscribe headers are not supported by every email client- they’re a bonus but it does not replace an actual unsubscribe link that complies with can spam.
3 Feb 2022 - Email Geeks
Expert view
Expert from Email Geeks explains that you must have a non-interactive, in-application unsubscribe, either a List-Unsubscribe header with a mailto: URL or an RFC 8058 List-Unsubscribe-Post header.
23 May 2025 - Email Geeks
What the documentation says
4 technical articles
Gmail, Yahoo, and Microsoft emphasize the importance of one-click unsubscribe for bulk senders. Achieving this requires including both a List-Unsubscribe header with a valid HTTPS URL and a List-Unsubscribe-Post header in outgoing emails, in accordance with the RFC8058 standard. This setup streamlines the unsubscribe process and enhances sender reputation.
Key findings
- One-Click Unsubscribe: One-click unsubscribe is a requirement for bulk senders.
- List-Unsubscribe Headers: Both List-Unsubscribe and List-Unsubscribe-Post headers are necessary.
- HTTPS URL: The List-Unsubscribe header must contain a valid HTTPS URL.
- RFC8058 Compliance: Adhering to the RFC8058 standard is crucial for proper implementation.
Key considerations
- Sender Reputation: Implementing a clear unsubscribe mechanism improves sender reputation.
- Bulk Sender Focus: These requirements primarily apply to bulk email senders.
- Clear Mechanism: Implementing a clear unsubscribe mechanism, preferably one-click, is essential.
Technical article
Documentation from RFC Editor details the RFC8058 standard, highlighting the use of List-Unsubscribe-Post header. This outlines the procedure for a one-click unsubscribe mechanism using HTTP POST requests.
5 Oct 2022 - RFC-Editor.org
Technical article
Documentation from Gmail Help explains that to enable one-click unsubscribe, include both a List-Unsubscribe header and a List-Unsubscribe-Post header in your outgoing email. The List-Unsubscribe header should contain an HTTPS URL.
31 Dec 2024 - Gmail Help
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How are Gmail and Yahoo enforcing unsubscribe requests, and what factors do they consider for compliance?
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