How List-Unsubscribe helps email deliverability

Modified on: Tue, 23 Jul, 2024 at 7:44 AM

What is the list-unsubscribe header?

The list-unsubscribe header is an additional “unsubscribe” link that some major email providers (such as Gmail, Outlook, etc.) generate. When the list-unsubscribe instructions are included in the email header, it allows recipients to easily unsubscribe from your mailing list directly from their inbox, without the need to search for the unsubscribe link within the body of the email.

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Why the List-Unsubscribe Header is Good for Email Deliverability

The list-unsubscribe header is an important best practice for improving email deliverability. It helps reduce the number of complaints by providing subscribers with a quick and safe way to opt-out, without negatively affecting your sender reputation. This feature offers an additional, preferred method for recipients to unsubscribe, rather than resorting to marking your emails as spam or submitting abuse complaints.

Can This Be Disabled?

No, this feature cannot be disabled, as it is an RFC/industry standard that helps ensure proper email practices.

Why Am I Not Seeing the Unsubscribe Option in the Email Header?

The unsubscribe option is typically only visible for senders with a high reputation. At the moment, this feature works for select senders. We’re actively encouraging more senders to implement auto-unsubscribe functionality, as it’s our goal to have all senders support it. However, we won’t show the unsubscribe option on emails from sources we consider spam, as we cannot rely on them to honor unsubscribe requests and they may continue sending additional spam.

Therefore, you’ll see the unsubscribe option only for senders we trust not to spam you, and who will respect your unsubscribe request. As time goes on, we hope to expand the availability of the unsubscribe option to cover more senders.