{"id":3479,"date":"2019-03-22T00:00:00","date_gmt":"2019-03-22T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/yahoo-mail-aol-and-verizon-now-support-one-click-unsubscribe\/"},"modified":"2023-07-11T16:28:56","modified_gmt":"2023-07-11T20:28:56","slug":"yahoo-mail-aol-and-verizon-now-support-one-click-unsubscribe","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/yahoo-mail-aol-and-verizon-now-support-one-click-unsubscribe","title":{"rendered":"Yahoo! Mail, AOL, and Verizon Now Support One-Click Unsubscribe"},"content":{"rendered":"

The Verizon Media brand <\/span>announced that Yahoo! Mail, AOL, and Verizon now support one-click unsubscribe, also known as <\/span>RFC8058<\/span><\/a>. Previously only available in AOL Mail, the one-click unsubscribe standard is now supported by all email clients that are part of the Verizon Media brand umbrella. <\/span><\/p>\n

\u201cIt\u2019s our job to help consumers get the emails they want\u2014and help them get rid of the messages they don\u2019t want to receive any more,\u201d says Marcel Becker, Director of Product Management at Verizon Media.  <\/span><\/p>\n

What is One-Click Unsubscribe? <\/span><\/h2>\n

Inbox providers offering native unsubscribe functionality in their user interface\u2014rather than just relying on an unsubscribe link in the email body itself\u2014is nothing new. Many inbox providers already utilize <\/span>list-unsubscribe headers to power native unsubscribe functionality<\/span><\/a>, either powered by a mailto link or a link-based unsubscribe. <\/span><\/p>\n

One-click unsubscribe according to RFC8058 is an iteration of the link-based list-unsubscribe. Why another standard, you ask?<\/span><\/p>\n

Link-based list-unsubscribe has its challenges. Anti-spam software often follows every link in an email to check for malicious content\u2014and that includes list-unsubscribe links in the email header. This means your subscribers\u2019 anti-spam tools might accidentally trigger an unsubscribe\u2014even though your subscriber never wanted to get off your mailing list. That\u2019s why, rather than triggering an unsubscribe immediately after subscribers click the link, many brands link to a subscription center or another type of landing page that asks the user to confirm the unsubscribe. While this works, it\u2019s an additional step a subscriber has to take to get off a mailing list. <\/span><\/p>\n

On the other hand, one-click unsubscribe allows users to easily unsubscribe with a single click, while at the same time ensuring that anti-spam doesn\u2019t trigger accidental unsubscribes. This is possible through the combination of an unsubscribe URL with a POST request. <\/span><\/p>\n

How to implement one-click unsubscribe<\/span><\/h2>\n

To add support for one-click unsubscribe to your campaigns, you must add a list-unsubscribe field to your email header that indicates you\u2019re leveraging the one-click unsubscribe URL. <\/span><\/p>\n

List-Unsubscribe-Post: List-Unsubscribe=One-Click<\/span>\n\nList-Unsubscribe: <<\/span>https:\/\/example.com\/unsubscribe\/opaquepart<\/span><\/a>><\/span><\/pre>\n
 <\/p>\n
A simple visit to this URL\u2014for example by an anti-spam tool\u2014won\u2019t trigger an unsubscribe. But when a user unsubscribes, the sender will get a POST request, which looks like this and triggers the unsubscribe:<\/span><\/p>\n
POST \/unsubscribe\/opaquepart HTTP\/1.1<\/span>\n\nHost: example.com<\/span>\n\nContent-Type: application\/x-www-form-urlencoded<\/span>\n\nContent-Length: 26<\/span>\n\nList-Unsubscribe=One-Click<\/span><\/pre>\n
How easy unsubscribe opportunities benefit subscribers\u2014<\/span>and <\/span><\/i>senders<\/span><\/h2>\n
\u201cWe know when subscribers can\u2019t easily find a way to unsubscribe, they tend to hit the spam button instead\u2014and that hurts sender reputation,\u201d explains Marcel Becker. \u201cMaking unsubscribing easy puts subscribers in control of their inbox while helping marketers keep their list healthy, protecting sender reputation.\u201d <\/span><\/p>\n
Brands that implement one-click unsubscribe show that they put their subscribers\u2019 needs before their brand\u2019s goals\u2014and that\u2019s a behavior that inbox providers are rewarding. Not implementing easy unsubscribe options, on the other hand, will hurt your reputation. In other words: implementing one-click unsubscribe makes it more likely that your emails make it to the inbox, not the spam folder, and your send list remains healthy. <\/span><\/p>\n
Learn more with these resources<\/span><\/h2>\n
Looking for more information on the topic? Check out <\/span>Verizon Media\u2019s postmaster page<\/span>  or read the <\/span>full documentation for the one-click unsubscribe standard RFC8058<\/span><\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"
The Verizon Media brand announced that Yahoo! Mail, AOL, and Verizon now support one-click unsubscribe, also known as RFC8058. Previously only available in Yahoo! Mail, the one-click unsubscribe standard is now supported by all email clients that are part of the Verizon Media brand umbrella.<\/p>\n","protected":false},"author":3,"featured_media":3480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[571],"blog_category":[53],"class_list":["post-3479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-unsubscribe","blog_category-tips-resources"],"yoast_head":"\nYahoo! Mail, AOL, and Verizon Now Support One-Click Unsubscribe - Litmus<\/title>\n<meta name=\"description\" content=\"The Verizon Media brand announced that Yahoo! Mail, AOL, and Verizon now support one-click unsubscribe, also known as RFC8058. Previously only available in Yahoo! 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