What Is a List-Unsubscribe Header?

For the official list-unsubscribe definition, please refer to RFC2369.

In other words, a list-unsubscribe header is a link/button provided by the sender and conveniently displayed next to their email information. The CAN-SPAM Act (2003) made it a requirement for marketers to include an unsubscribe option in a sent email, so be sure your sales/marketing teams follow suit.

This is how a list-unsubscribe header looks in Gmail:

Here's how it looks in Yahoo! Mail:

Benefits of an Unsubscribe Header

If you fail to include an unsubscribe option in your sent messages, they'll be rejected by spam filters, causing newsletters or marketing campaigns to never be clicked/read. Providing customers the unsubscribe header will improve your email reputation because of its ease and convenience. Plus, recipients won't report your messages as spam because the visibility of the unsubscribe link/button immediately verifies the authenticity of the emails.

Implementing a list-unsubscribe header to adhere to the aforementioned CAN-SPAM Act will also increase your delivery rates. It adds an extra layer of legitimacy to your outbound emails, improving the likelihood that they're delivered to the intended inboxes.

Maintaining a healthy contact list is another benefit of the unsubscribe header option. It helps you keep a running list of active, engaged customers, which will help streamline your marketing strategy.

Since an unsubscribe option is required for all marketing emails/campaigns, providing it as a list-unsubscribe header is the most beneficial choice for recipients. It can also benefit you, the sender. Be sure to give your subscribers this straightforward course of action to maintain an optimal sender reputation.