The new imperative for email marketing
Posted: Thu Feb 13, 2025 4:10 am
One-click unsubscribe:
If you’re not living under a rock, you’ve probably heard about “one-click unsubscribe” everywhere! One-click subscriptions have become a hot topic ever since Google and Yahoo updated their email sending guidelines. However, it’s not as simple as putting an unsubscribe button in your emails. To stay compliant, you must support one-click functionality in your list email headers. Let’s learn more about this!
What is one-click unsubscribe?
One-click unsubscribe is a link inserted at the bottom of the email that allows you to easily unsubscribe with just one click. Once clicked, the recipient will be automatically removed from the mailing list.
Who is affected?
Enabling one-click unsubscribe is one of the new japan phone number list requirements announced by Google and Yahoo. The requirement only affects bulk email senders who send more than 5,000 emails per day. The policy will take effect on June 1, 2024.
Google's requirements
Google announced the following requirements to comply with its one-click unsubscribe rule:
Google recommends that only marketing and promotional emails need a one-click unsubscribe option. Transactional emails such as shipping and order confirmation emails, account creation emails, password resets, etc. do not need this feature.
When enabling one-click unsubscribe for emails, it’s important to focus on the user’s intent. This way, you can easily differentiate between the emails that require this feature and those that don’t.
For example, emails you send to potential customers to market your products need a simple unsubscribe feature. However, if a customer purchases your product online, they will expect to receive an order confirmation email or an invoice receipt. Such transactional emails do not require an unsubscribe link.
There must be an unsubscribe link in the body of the email
You can place it somewhere easily noticeable, such as in the footer. The link should not be hidden or difficult to read, and it should be clear enough not to mislead the recipient.
Unsubscribing from emails should be a one-click, easy process. If your recipients have to go through a lot of effort to stop receiving your emails, you’re not doing it right!
If you’re not living under a rock, you’ve probably heard about “one-click unsubscribe” everywhere! One-click subscriptions have become a hot topic ever since Google and Yahoo updated their email sending guidelines. However, it’s not as simple as putting an unsubscribe button in your emails. To stay compliant, you must support one-click functionality in your list email headers. Let’s learn more about this!
What is one-click unsubscribe?
One-click unsubscribe is a link inserted at the bottom of the email that allows you to easily unsubscribe with just one click. Once clicked, the recipient will be automatically removed from the mailing list.
Who is affected?
Enabling one-click unsubscribe is one of the new japan phone number list requirements announced by Google and Yahoo. The requirement only affects bulk email senders who send more than 5,000 emails per day. The policy will take effect on June 1, 2024.
Google's requirements
Google announced the following requirements to comply with its one-click unsubscribe rule:
Google recommends that only marketing and promotional emails need a one-click unsubscribe option. Transactional emails such as shipping and order confirmation emails, account creation emails, password resets, etc. do not need this feature.
When enabling one-click unsubscribe for emails, it’s important to focus on the user’s intent. This way, you can easily differentiate between the emails that require this feature and those that don’t.
For example, emails you send to potential customers to market your products need a simple unsubscribe feature. However, if a customer purchases your product online, they will expect to receive an order confirmation email or an invoice receipt. Such transactional emails do not require an unsubscribe link.
There must be an unsubscribe link in the body of the email
You can place it somewhere easily noticeable, such as in the footer. The link should not be hidden or difficult to read, and it should be clear enough not to mislead the recipient.
Unsubscribing from emails should be a one-click, easy process. If your recipients have to go through a lot of effort to stop receiving your emails, you’re not doing it right!