List-Unsubscribe Header: Email Compliance Best Practices
Learn what the List-Unsubscribe header is and how to implement it. Understand email compliance requirements and how List-Unsubscribe improves deliver...
Unsubscribe
Also known as: Opt Out
The action someone takes to stop getting your emails, usually by clicking a link at the bottom of a message. It is required by law and it shows respect when you stop emailing them right away.
Unsubscribe is what happens when someone tells you they no longer want your emails. Most of the time they click a link in the footer and confirm they are out. Your system should then mark them as unsubscribed so they stop getting marketing messages. It is a simple action for them but an important signal for you.
Respecting unsubscribes keeps you on the right side of laws and keeps your list healthy. When people can leave easily, they are less likely to mark you as spam. A clean list helps inbox providers trust your messages which improves deliverability. It also means the people who stay are more engaged.
Make your unsubscribe link easy to find and make the process quick. One click to a clear page is usually enough. You can offer a way to reduce frequency instead of leaving fully but do not force it. If someone unsubscribes, stop sending marketing to that address right away.
Related Terms
Opt-Out
An opt-out is when someone on your email list chooses to stop getting your emails and uses a clear way to unsubscribe or change their settings. You must respect this choice quickly to stay compliant and protect your sender reputation.
Learn more →Unsubscribe Rate(Unsub Rate)
The unsubscribe rate is the percent of delivered emails that lead to an unsubscribe. It shows how many people no longer want to hear from you after a send.
Learn more →Message Transfer Agent (MTA)(MTA)
A Message Transfer Agent is the server that moves email from one mail system to another. It takes outgoing messages from your email tool and hands them off to the next mail server using SMTP until they reach the right inbox.
Learn more →List Churn(Churn)
The percentage of subscribers you lose from your email list in a set time period. It includes people who unsubscribe, mark you as spam, or are removed because their address no longer works.
Learn more →