How to implement the List-Unsubscribe header

List-unsubscribe resources

• RFC 2369
• RFC 8058

Follow the steps below to implement the List-Unsubscribe header for your email program.

1. Talk to your email administrator or email service provider.
   • Inserting the List-Unsubscribe header requires a technical configuration of your email server. Your email administrator will know how to insert it for your particular server.
   • Your email service provider may already insert the List-Unsubscribe header into your email on your behalf or can insert it for you upon request.
2. Choose the communication methods to include in the List-Unsubscribe header (see below for how each method is added to your email header). The communication methods instruct a participating mailbox provider how to contact you with the unsubscribe request. There are two communication method options available.
   • The mailto: method sends the unsubscribe request to you through email.
     • Choose an email address specifically for unsubscribe requests so the requests do not get buried in someone's inbox or get ignored when that person is on vacation. Ensure multiple people have access to this mailbox.
       • For example: unsubrequests@exampledomain.com
       • If you do not have an email address specifically for unsubscribe requests, ask your email administrator or email service provider to create one for you.
       • If you cannot create an email address specifically for unsubscribe requests, use a role email address such as customerservice@exampledomain.com (whatever role account you have available).
       • Your email service provider will let you know if they have specific requirements about the mailto: email address.
     • Monitor this email address daily and immediately unsubscribe all requests.
   • The URL method sends the subscriber to a web page where they can unsubscribe.
     • Use the web page available to your subscribers for all unsubscribe requests.
       • Both http: and https: are acceptable.
     • Use a one-click unsubscribe process.
     • Do not require the subscriber to enter a username or password, or select a checkbox in order to unsubscribe.
   • It is recommended to use both communication methods because mailbox providers may use either method to contact you.
   • If you can only choose one communication method, choose the mailto: option as more mailbox providers use this method.
   • Your email service provider will tell you which communication methods they can implement for you.
3. Provide your chosen communication methods to your email administrator or email service provider and ask them to insert them into every email header using the syntax below. It is recommended to specify a subject line (see example below) for the mailto: method, especially if you use an unsubscribe address that is not dedicated to unsubscribe requests.
   • List-Unsubscribe: <mailto: unsubrequests@exampledomain.com?subject=unsubscribe>, <http://www.exampledomain.com/unsubscribe.html>
4. As soon as you are notified that the configuration changes are complete and the List-Unsubscribe header is being inserted into your email, send a test email to your Everest seed list and check the Gmail, Microsoft or Yahoo! header.

 A successful implementation of the header looks like this:

From: Sender XYZ <senderxyz@somecompany.com>
To: John Doe <recipientabc@hotmail.com>                        
Subject: <subject line>
Date: Fri, 17 Jul 2015 07:04:37 -0700
List-Unsubscribe: <mailto: unsubrequests@exampledomain.com?subject=unsubscribe>, <http://www.exampledomain.com/unsubscribe.html>

If your email header resembles the example above with your communication methods selected in step 2, no further work is required. 

Tip: Be sure to immediately suppress all email addresses requesting to unsubscribe. Ignoring or delaying the processing of unsubscribe requests often results in the recipient marking all future email as spam, which may lead to a decrease in inbox placement.