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Does List-Unsubscribe header order matter and how do email clients use it?

Summary

The List-Unsubscribe header is a crucial component for email deliverability, allowing recipients to easily opt-out of mailing lists. This summary explores whether the order of its components (the mailto URI and the HTTP(S) URL) impacts its functionality and how major email clients like Gmail and Outlook use it. While technical specifications indicate order shouldn't matter, practical observations suggest that some older systems or email service providers (ESPs) might prioritize the first entry. Furthermore, the presence of this header, especially with the newer List-Unsubscribe-Post (RFC 8058) for one-click unsubscribe, significantly influences sender reputation and inbox placement.

What email marketers say

Email marketers widely acknowledge the importance of the List-Unsubscribe header for maintaining healthy email lists and protecting sender reputation. While there's some debate and varied practices regarding the exact order of the mailto and HTTP(S) links, most agree that including both is paramount. Marketers also note that email clients like Gmail and Outlook heavily rely on this header to offer users a convenient unsubscribe option directly within the inbox interface, often influencing whether an email is marked as spam or quietly unsubscribed from.

Marketer view

Marketer from Email Geeks suggests that placing the mailto link first was historically considered the correct approach for the List-Unsubscribe header. This practice stemmed from a belief that it offered better compatibility with older email systems.

16 Oct 2019 - Email Geeks

Marketer view

Marketer from Twilio.com states that the List-Unsubscribe header provides an optional, yet highly beneficial, mechanism for email recipients to opt-out of receiving emails without needing to click on a traditional unsubscribe link within the email body. This simplifies the unsubscribe process.

10 Aug 2024 - Twilio.com

What the experts say

Email deliverability experts offer a more nuanced view on the List-Unsubscribe header, distinguishing between theoretical specifications and real-world implementations. While the RFCs suggest that the order of the mailto URI and HTTP(S) URL does not fundamentally matter, experts acknowledge that some older or less compliant systems may indeed prioritize the first entry. Crucially, experts emphasize that email clients' display of the unsubscribe option is heavily tied to sender reputation and the implementation of modern standards like RFC 8058 for one-click unsubscribe.

Expert view

Expert from Email Geeks confirms that email clients utilize the List-Unsubscribe header, but its visibility often depends on the sender's reputation, particularly with HTTPS links. A strong reputation is essential for this feature to work as intended.

16 Oct 2019 - Email Geeks

Expert view

Expert from SpamResource emphasizes that the List-Unsubscribe header is a critical signal for inbox providers, indicating compliance and user-friendliness. Its proper implementation can positively influence how an email is treated by spam filters.

10 Apr 2024 - SpamResource.com

What the documentation says

Official documentation, primarily RFCs, lays the technical foundation for the List-Unsubscribe header. RFC 2369 first defined its structure, allowing for both mailto and HTTP(S) URIs. Later, RFC 8058 introduced List-Unsubscribe-Post, a standard for one-click unsubscribe functionality that minimizes user effort. The documentation does not specify a mandatory order for the URIs within the header, focusing instead on their presence and correct formatting to facilitate automated unsubscribe requests by email clients.

Technical article

RFC 2369 specifies that the List-Unsubscribe header should contain one or more URIs separated by commas, which can be either a mailto URI or an HTTP(S) URI. This provides flexibility in how unsubscribe requests are handled.

01 Jan 1998 - RFC 2369

Technical article

RFC 8058 introduces the 'List-Unsubscribe-Post' header, enabling a one-click unsubscribe mechanism where the mail client sends an HTTP POST request to the provided URL, eliminating the need for a confirmation page. This significantly improves user experience.

01 Jan 2017 - RFC 8058

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