How List-Unsubscribe Aids Email Deliverability

Created by Carrie Despaux, Modified on Tue, 03 Oct 2023 at 11:54 AM by Carrie Despaux

The List-Unsubscribe header serves as an essential tool in enhancing email deliverability, ensuring a smoother user experience while aiding in maintaining a healthy sender reputation. This article outlines the importance of the List-Unsubscribe header and how it operates within the coreILLA platform.

What is the List-Unsubscribe Header?

The List-Unsubscribe header is an additional 'unsubscribe' link generated by common email providers like Gmail and Outlook. When these providers detect list-unsubscribe instructions in the email header, it allows email recipients to remove their email addresses from your distribution list without having to search for the unsubscribe link in your email.

Why is the List-Unsubscribe Header Beneficial for Email Deliverability?

Employing the List-Unsubscribe header is a recognized deliverability best practice. It significantly helps in reducing complaints by providing subscribers a quick and safe method to unsubscribe, without adversely impacting your sending reputation. This feature serves as a preferable option for recipients to opt-out, rather than reporting your emails as spam or lodging an abuse complaint, which could detrimentally affect your sender reputation.

Can this Feature be Disabled?

No, the List-Unsubscribe feature cannot be disabled as it aligns with RFC/industry standards, aiming to provide a better user experience and uphold a healthy email marketing environment.

Why Might the Unsubscribe Option Not Appear in the Email Header?

The unsubscribe option via the List-Unsubscribe header is generally shown for senders with a high reputation. Currently, this feature is available for certain senders, and coreILLA actively encourages senders to support auto-unsubscribe, aspiring for a 100% adoption rate. The rationale behind this selective availability is to ensure that the unsubscribe feature is trustworthy and will be honored by the sender. Initially, a conservative approach is adopted regarding which senders to trust with this feature, with plans to broaden the availability over time, as trust and adherence to this standard are established.

The List-Unsubscribe header is a robust feature that significantly contributes to better email deliverability and a healthier email marketing ecosystem.

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