List management
Updated
One-click unsubscribe (RFC 8058)
Definition
One-click unsubscribe is a standard (RFC 8058) that lets mail clients unsubscribe a recipient with a single HTTPS POST, without opening a web page. It uses the List-Unsubscribe and List-Unsubscribe-Post email headers.
How it works
The List-Unsubscribe header (RFC 2369) carries an unsubscribe URL. RFC 8058 adds a second header, List-Unsubscribe-Post: List-Unsubscribe=One-Click, which tells the mail client it can POST to that HTTPS URL to unsubscribe immediately.
Gmail, Yahoo and Apple Mail use these headers to show an Unsubscribe button next to the sender name. The click sends the POST, and the sender's endpoint must unsubscribe the recipient without asking for a login, a confirmation page or cookies.
RFC 8058 requires the message to carry a valid DKIM signature that covers both headers, so the unsubscribe URL cannot be tampered with.
Example
An HTTPS URI plus the One-Click POST header. Both must be DKIM-signed.
Why it matters
Since 2024, Gmail and Yahoo require bulk senders to support one-click unsubscribe on marketing and subscribed messages, and to process unsubscribe requests within two days.
An easy unsubscribe is also your best defense against spam complaints. People who cannot find the exit click Report spam instead.
Requirements
- Include both List-Unsubscribe (with an HTTPS URL) and List-Unsubscribe-Post: List-Unsubscribe=One-Click on every marketing email.
- Make the endpoint accept a POST and unsubscribe immediately, with no login, redirect chain or confirmation step.
- Make sure your DKIM signature covers both headers.
- Honor the request within two days, and keep a visible unsubscribe link in the email body too.
- Transactional messages such as receipts and password resets do not need it.
How Lumail handles one-click unsubscribe
Lumail adds List-Unsubscribe and List-Unsubscribe-Post: List-Unsubscribe=One-Click to every campaign and workflow email, pointing to a per-subscriber HTTPS endpoint. Transactional emails do not carry them.
Unsubscribes land in your unsubscribe list and are excluded from future marketing sends. The free mail tester checks whether a message carries both headers.
Check a real message with the free mail tester or the spam tester.
Frequently asked questions
Is one-click unsubscribe mandatory?
For bulk senders to Gmail and Yahoo, yes, on marketing and subscribed messages since 2024. It is good practice for every list regardless of size.
Is a mailto List-Unsubscribe enough?
No. RFC 8058 one-click requires an HTTPS URI with the List-Unsubscribe-Post header. A mailto link can be included as well, but it does not satisfy the one-click requirement on its own.
Can the unsubscribe page ask why someone is leaving?
The one-click POST must unsubscribe immediately. You can offer a preference center or a feedback question in the footer link, but not as a step before the one-click unsubscribe takes effect.
Related terms, tools and docs
- MetricsSpam complaint rateSpam complaint rate is the percentage of delivered emails that recipients reported as spam.
- AuthenticationDKIMDKIM (DomainKeys Identified Mail) is a cryptographic signature added to each email's headers.
- DeliverabilityTransactional emailTransactional email is a one-to-one message triggered by a user's action or account event, such as a password reset, login code, receipt or shipping notice.
- List managementList hygieneList hygiene is the routine of removing or suppressing email addresses that hurt deliverability: hard bounces, spam complainers, long-inactive subscribers, invalid addresses and likely spam traps..
- Free toolFree mail testerSend a real email and get an SPF, DKIM, DMARC and content report.
- Free toolDKIM checkerFetch a DKIM public key by selector and validate it.
- DocsHow to lower complaint rateStop mailing people who report spam.
- DocsDeliverability guideEvery deliverability alert Lumail raises and its fix.
- DocsHow to fix DKIMAdd the three DKIM CNAMEs from your domain page.
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