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.
Mistake 1: Unsubscribe pages that ask 'are you sure' with a hidden confirm button#
Why it hurts: this undermines email unsubscribe compliance at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Include a visible unsubscribe link in every marketing message.
Mistake 2: Continuing sequences from a different tool after an opt-out in another#
Why it hurts: this undermines email unsubscribe compliance at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Add List-Unsubscribe and List-Unsubscribe-Post headers so providers show a native unsubscribe button.
Frequently 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.