List Unsubscribe Headers

What is the List-Unsubscribe Header?

• Definition: The list-unsubscribe header is an extra feature in some emails that provides an easy way for recipients to unsubscribe from a mailing list.
• Functionality: Major email providers like Gmail and Outlook can display this option, allowing users to opt out without searching for an unsubscribe link within the email itself.

Benefits for Email Deliverability

• Best Practice: Including this header is a recommended practice for improving email deliverability.
• Reduced Complaints: It offers recipients a simple and safe way to unsubscribe, which can help decrease the number of spam complaints and protect the sender's reputation.

Can It Be Disabled?

• No: This feature is part of an industry standard and cannot be turned off.

Why Might You Not See the Unsubscribe Option?

• Reputation-Based: The unsubscribe option only appears for senders who have a strong reputation.
• Spam Prevention: Email providers do not show this option for messages from suspected spammers, as they can't be trusted to remove you from their lists.
• Trust Building: Initially, only a select group of trusted senders will have this feature, but the aim is to expand it over time to include more legitimate emails.

FAQ

Why list-unsubscribe header is good for email deliverability

This feature is a deliverability best practice! It helps reduce complaints by giving subscribers a quick method to safely unsubscribe without negatively impacting your sending reputation. It is an additional, preferred option that recipients can use – rather than report spam or an abuse complaint.

Can this be disabled?

No, this cannot be disabled, as this is an RFC/industry standard.

Why I'm not getting the unsubscribe option in the email header

The unsubscribe option is only shown for senders with a high reputation. This only works for some senders right now. We're actively encouraging senders to support auto-unsubscribe — we think 100% should. We won't provide the unsubscribe option on messages from spammers: we can't trust that they'll actually unsubscribe you, and they might even send you more spam.

So you'll only see the unsubscribe option for senders that we're pretty sure are not spammers and will actually honor your unsubscribe request. We're being pretty conservative about which senders to trust in the beginning; over time, we hope to offer the ability to unsubscribe from more emails.