What does one-click unsubscribe mean?

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One-click unsubscribe: The new imperative for email marketing
One-click subscription has become a hot topic since Google and Yahoo updated their email sending guidelines. However, it’s not as simple as putting an unsubscribe button in your emails. To stay compliant, you must support one-click functionality in your list email headers. Let’s learn more about this!

What is One-Click Unsubscribe and How It Works
One-click unsubscribe is a link inserted at the bottom of the email that allows you albania phone number data to easily unsubscribe with just one click. Once clicked, the recipient will be automatically removed from the mailing list.

Requirements and impact of one-click unsubscription
Enabling one-click unsubscribe is one of the new email requirements announced by Google and Yahoo. The requirement only affects bulk email senders who send more than 5,000 emails per day. The policy will take effect on June 1, 2024.

Google announced the following requirements to comply with its one-click unsubscribe rule:

Google recommends that only marketing and promotional emails need a one-click unsubscribe option. Transactional emails such as shipping and order confirmation emails, account creation emails, password resets, etc. do not need this feature.

When enabling one-click unsubscribe for emails, it’s important to focus on the user’s intent. This way, you can easily differentiate between the emails that require this feature and those that don’t.

For example, emails you send to potential customers to market your products need a simple unsubscribe feature. However, if a customer purchases your product online, they will expect to receive an order confirmation email or an invoice receipt. Such transactional emails do not require an unsubscribe link.

There must be an unsubscribe link in the body of the email. You can place it in an easily discoverable place like the footer. The link cannot be hidden or difficult to read, and it must be clear enough not to mislead the recipient.

Unsubscribing from emails should be one-click and simple. If your recipients have to go through a lot of effort to stop receiving your emails, you’re not doing it right! Ideally, when someone clicks on your unsubscribe link, it should take effect immediately.

You must ensure that the one-click unsubscribe link does not redirect users to a landing page or web page. At this step, unsubscribers are not required to provide additional information or register.

Senders of bulk emails must enable one-click unsubscribe functionality consistent with RFC 8508. To do this, you can add a List-Unsubscribe header to your emails.

The benefit of using the RFC 8508 compliant List-Unsubscribe header is that, unlike mail-to or URLs, unsubscribing is very simple.

If you use an email service provider like MailChimp, SendGrid, Constant Contact, etc., you must contact them. Your service provider will assist you in adding these headers to the emails you send.

Once someone unsubscribes from your emails using the one-click unsubscribe button, you must exclude them. Remove them from your mailing list as soon as possible. Ideally, within 48 hours.

In such cases, Google recommends taking action as quickly as possible to respect the wishes of recipients who wish to be excluded. This further demonstrates your commitment to reducing spam for Gmail recipients.

Your unsubscribe link should always work. In the event of an unexpected outage, while your emails will not be marked as spam, you may face delivery issues.

If your business relies heavily on marketing emails, it’s not all bad news for you! You can exclude unsubscribed users from selective mailing lists if you follow RFC 8058. This will only include mailing lists that they have unsubscribed from.

This means that if your recipients unsubscribe from one of your many mailing lists, they will continue to receive emails from your domain name.

You can also include an additional unsubscribe link in the body of the email that will lead to a confirmation page. However, you must still use the List-Unsubscribe header to comply with RFC 8058. Using only the former will result in noncompliance.

Google informed that senders can continue to use email-to-mail and URL unsubscribe links. Google will not withdraw support for these links. However, while emails will not be marked as spam, your emails will not meet Google's requirements.

Google won't mark your messages as spam if they don't qualify for one-click unsubscribe. If you keep sending messages to people who don't want to receive them, they'll eventually mark you as spam.