One-click unsubscribe
Letting recipients leave marketing e-mails with a single click, without signing in or taking extra steps; supported through the List-Unsubscribe field in the e-mail header.
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Why it matters
Since 2024, Gmail and Yahoo have required bulk senders to support one-click unsubscribe in marketing e-mails and to process requests promptly. Easy unsubscribing also reduces complaints: people who cannot leave mark the e-mail as spam, which lowers sender reputation.
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Example
A shop adds the List-Unsubscribe header to its e-mails. People who want to leave use the button in their e-mail app, and the spam complaint rate falls.
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Common mistake
Hiding the unsubscribe link or requiring people to sign in to leave. It breaks the rules and increases complaints.
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Related terms
Related services and guides
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