What is List-Unsubscribe?

A list-unsubscribe is a custom header added to marketing emails that provides recipients with a clear and easy-to-find unsubscribe link within their mail client, improving the user experience and reducing the likelihood of recipients marking the email as spam or junk.

The list-unsubscribe feature is supported by major email clients such as Gmail, Yahoo, Outlook, and the iOS native mail client and can be implemented as either a MailTo or HTTPS link.

In addition to improving the user experience, the list-unsubscribe feature can also benefit email marketers by reducing complaint rates and improving the sender’s reputation. When recipients have an easy way to unsubscribe from emails, they are less likely to mark the email as spam or junk, which can harm the sender’s reputation and deliverability rates.

By including a list-unsubscribe link in their emails, email marketers can encourage recipients to opt out rather than mark the email as spam, ultimately improving future emails’ deliverability. Additionally, complying with email marketing best practices and providing an easy way for recipients to opt out can help build trust and credibility with subscribers, leading to better engagement rates and long-term success for the email marketing campaign.

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