What GDPR and ePrivacy requires#
GDPR requires a lawful basis (usually consent) for marketing email and documented consent records.
What email unsubscribe compliance is#
Unsubscribe compliance covers the legal and provider requirements for letting recipients opt out: a visible link, one-click List-Unsubscribe headers (RFC 8058), and processing within a defined window.
Why it matters#
Gmail and Yahoo require one-click unsubscribe for bulk senders, and every anti-spam law requires a working opt-out. Easy opt-out also lowers complaints.
How email unsubscribe compliance supports GDPR and ePrivacy compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email unsubscribe compliance contributes by gmail and Yahoo require one-click unsubscribe for bulk senders, and every anti-spam law requires a working opt-out. Easy opt-out also lowers complaints.
Implementation steps#
- Include a visible unsubscribe link in every marketing message.
- Add List-Unsubscribe and List-Unsubscribe-Post headers so providers show a native unsubscribe button.
- Process opt-outs immediately; the legal maximum is 10 business days in the US, but providers expect 2 days.
- Never require login or more than one click to unsubscribe.
List-Unsubscribe: <https://example.com/u/abc123>, <mailto:unsub+abc123@example.com>
List-Unsubscribe-Post: List-Unsubscribe=One-ClickFrequently asked questions#
What is one-click unsubscribe?
An RFC 8058 header pair that lets the mailbox provider send a POST to your endpoint when a user clicks Unsubscribe in the client, with no landing page.