Summary
Controlling what's displayed on the ISP unsubscribe link when a List-ID is present is not straightforward and varies based on the email client. The List-ID itself, as per IETF standards, is intended for identifying the mailing list and its structure can influence how email clients present unsubscribe options, but doesn't directly control the display. Some experts and marketers suggest including a user-readable "friendly" part in the List-ID as this may influence display. However, direct control is limited, and many email clients may prioritize the 'From' name or have their own methods for displaying this information. Ensuring a clear and easy unsubscribe process is critical for sender reputation, with emphasis on one-click unsubscribe options and prompt honoring of requests. Salesforce Marketing Cloud's implementation has limitations. Also the List-Unsubscribe header is for machine readability and not user facing.
Key findings
- Limited Direct Control: There's no universal way to directly control what's displayed on the unsubscribe link.
- List-ID Influence: The structure and user-friendliness of the List-ID can influence how some email clients display unsubscribe options.
- Email Client Variation: The display of unsubscribe options varies significantly across different email clients.
- Importance of Unsubscribe Process: A clear and easy unsubscribe process (including one-click unsubscribe) is critical for maintaining a good sender reputation and avoiding spam complaints.
- List-Unsubscribe header: The List-Unsubscribe header is mainly machine-readable to assist mail programs deal with it and assist the user.
Key considerations
- Optimize List-ID: Include a user-readable "friendly" part in the List-ID, as this may influence the display on some email clients.
- Test Across Clients: Test how your unsubscribe options appear across different email clients to ensure a consistent and user-friendly experience.
- Simplify Unsubscribe: Prioritize a clear, easy, and ideally one-click unsubscribe process.
- Monitor Reputation: Monitor your sender reputation and spam complaint rates to ensure your unsubscribe process is effective.
- Compliance: Ensure proper formatting of both the List-Unsubscribe and List-ID headers to ensure compliance with standards.
What email marketers say
8 marketer opinions
The display of unsubscribe options, particularly when a List-ID is present, is influenced by several factors. Email clients have varying behaviors; some may display the 'From' name, while others show the List-ID, especially if it includes a user-friendly name. Direct control over the displayed text is limited, but a descriptive List-ID with a friendly name can influence the display in some cases. Focusing on proper formatting of List-Unsubscribe headers and List-ID is essential. While preference centers and one-click unsubscribe options are important, they don't directly address the List-ID display. Testing across multiple email clients is also recommended to see how unsubscribe options appear to recipients.
Key opinions
- Varying Display: The unsubscribe display depends on the email client; some show the 'From' name, others the 'List-ID'.
- Limited Control: Direct control over unsubscribe text displayed by email clients is restricted.
- Influence via List-ID: A descriptive 'List-ID' with a friendly name may influence the displayed text in some instances.
- Format Importance: Correctly formatted 'List-Unsubscribe' and 'List-ID' headers are essential for optimal results.
- Testing is key: Testing across multiple email clients is vital to see how it appears to end users.
Key considerations
- Format List-ID: Use a descriptive 'List-ID' with a user-friendly name to potentially improve display.
- Header Formatting: Ensure that both 'List-Unsubscribe' and 'List-ID' headers are correctly formatted.
- Email Client Variation: Acknowledge that different email clients handle the display of unsubscribe options differently, so testing is important.
- Beyond the headers: Understand preference centres and list-unsubscribe headers are also important.
Marketer view
Email marketer from StackOverflow explains that while you can't directly control the exact text displayed by every email client, using a descriptive 'List-ID' with a friendly name may influence the display in some cases. Ensure your List-Unsubscribe headers are correctly formatted for optimal results.
6 Aug 2023 - StackOverflow
Marketer view
Email marketer from Litmus suggests the importance of preference centers which goes far beyond the list-unsubscribe header. They also share how you cannot directly influence the way an email client is dealing with an unsubscribe request. List-ID is not covered in any way.
30 Nov 2023 - Litmus
What the experts say
4 expert opinions
The List-ID is an identifier for a mailing list, and a user-readable part can sometimes be displayed to users depending on the email client. The List-Unsubscribe header allows machine-readable unsubscription for streamlined options. The SFMC implementation has limitations that were the "least bad" at the time of development. Providing easy ways to unsubscribe, such as one-click unsubscribe, is important, although not directly related to List-ID display.
Key opinions
- List-ID Structure: List-ID can have a user-readable "friendly" part influencing display.
- MUA Variability: Display can vary due to email client implementation (MUA bug possible).
- SFMC Implementation: Salesforce Marketing Cloud's List-ID has known limitations.
- Unsubscribe Header: List-Unsubscribe header facilitates machine-readable unsubscriptions.
Key considerations
- Friendly List-ID: Include a user-readable "friendly" part in the List-ID.
- SFMC Feedback: Provide feedback to Salesforce about List-ID implementation concerns.
- Easy Unsubscribe: Implement easy unsubscribe options, like one-click unsubscribe.
- Client Variability: Be aware that client variability exists and test appropriately.
Expert view
Expert from Email Geeks explains that List-ID is the identifier for the list and can have a user-readable "friendly" part that might be displayed to the user, which could explain why some senders show a more readable name than others. It may also be a MUA bug.
29 Nov 2021 - Email Geeks
Expert view
Expert from Spam Resource explains that the List-Unsubscribe header aims to provide a machine-readable way for recipients to unsubscribe from mailing lists, enabling email clients and providers to offer streamlined unsubscribe options.
7 Dec 2021 - Spam Resource
What the documentation says
4 technical articles
The List-ID is primarily for identifying mailing lists, and its structure can indirectly influence how email clients present unsubscribe options. While not directly user-facing, it impacts the unsubscribe process internally. Providing a clear, easy unsubscribe process, including one-click options and promptly honoring requests, is critical for maintaining a good sender reputation and avoiding spam complaints.
Key findings
- List-ID Purpose: List-ID identifies the mailing list, with its structure potentially influencing display.
- Indirect Control: List-ID doesn't directly control what's displayed, but affects internal unsubscribe processes.
- Easy Unsubscribe: Clear, easy unsubscribe options are critical for sender reputation.
- Compliance is Key: Compliance with unsubscribe requests is vital.
Key considerations
- List-ID Structure: Optimize the structure of the List-ID to potentially influence email client behavior.
- Unsubscribe Process: Prioritize a clear, easy unsubscribe process.
- One-Click: Implement one-click unsubscribe functionality.
- Prompt Honoring: Ensure prompt honoring of unsubscribe requests.
Technical article
Documentation from Google suggests that it is critical to set up one-click unsubscribe. They also share the use of list-unsubscribe headers and making sure you are in compliance. They also say it is important to have low spam rates for the best deliverability results. List-ID is not covered in any way.
15 Nov 2021 - Google
Technical article
Documentation from ietf.org explains that the 'List-ID' header field is intended to identify the mailing list to which the message belongs. While it doesn't directly control what's displayed, the List-ID's structure can influence how MUAs (Mail User Agents) present unsubscribe options. The List-ID gives a unique id of the mailing list. It says how software should generate this header and not how unsubscribe systems should use it
3 Aug 2021 - ietf.org
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