What Is One-Click Unsubscribe and How It Helps Transform Your Marketing Campaigns
Have you ever asked yourself, “Why are my emails going to spam?” The answer to this question can be quite complex. There are different ways to approach the problem and solve the spamming issue.
If you are looking for ways to improve your email deliverability or create successful email marketing campaigns, you’ve probably heard of the one-click unsubscribe feature. In the past couple of years, more and more people have been talking about it, and many say it has proven itself useful for email senders.
But is this true? Is email one-click unsubscribe something you want to add to your newsletters? Will it be beneficial for you and your customers? The one-click unsubscribe feature is one of many ways to avoid spam traps and improve marketing campaigns.
To fully understand this feature, how to get email subscribers, and whether it is something you will need to worry about, there are a few things you will need to know.
What Is a One-Click Unsubscribe Feature?
The idea behind the one-click unsubscribe method is simple: Adding a one-click unsubscribe means that subscribers can unsubscribe from a platform or service with a single click. It is one of many ways to create a user-friendly experience and allow your email marketing subscriber to customize their inboxes and pick subscription models based on their needs.
With this feature, recipients are able to customize their experience and easily sort out their inboxes. The entire process doesn’t need (and shouldn’t need) to be messy. Getting overwhelmed by dozens of emails you’re not interested in can only make users dislike your platform.
It is crucial to allow them to select which emails they receive instead of “forcing” them to stay on the subscription list because the unsubscribe process is too convoluted. And this is exactly what the one-click unsubscribe feature achieves for subscribers.
They are able to click on a single button and unsubscribe instead of hunting for hidden links or going through complex processes. Now, some might think that this is the opposite of what companies would want. They are looking for ways to keep their subscribers, are they not? It turns out that this feature is quite beneficial for everyone, and we will cover all the reasons in a moment.
While one-click unsubscribe might seem similar to the CAN-SPAM Act, there are a few differences between the two. However, having this feature will ensure you follow the CAN-SPAM requirements as well.
How Does One-Click Unsubscribe Work?
Before we go through all the pros and cons of the one-click unsubscribe method, it is important to explain how this feature works. You’ve probably found yourself in a situation where you get tired of the constant influx of irrelevant emails from a website you joined years ago.
And what is even more tiring is that you know that there is a complex process to make these emails go away. In some cases, you’d need to scroll to the bottom of the email and find a tiny link in the footer. In other cases, the mail would redirect you to the website (with a long-forgotten password) making the entire process even more tedious.
So, how does it work? The email sender will need to implement the feature according to the recent email unsubscribe law. This will allow the sender to include the header called List-Unsubscribe-Post with a URL that will automatically unsubscribe from the service.
The one-click unsubscribe process:
- The user can click on the unsubscribe link in the one-click unsubscribe header
- The page might prompt the unsubscribe confirmation
- The process is finished without leaving the mail application or visiting other websites
The link in the list-unsubscribe header needs to be presented in a prominent way, and the entire process should be as simple as possible. Naturally, the sender can include an additional confirmation page that will notify the recipient that they have unsubscribed from the platform, as well as a way to subscribe again if it was a mistake.
What is important here is that the unsubscribe feature must not include additional actions. The sender is still allowed to add subscription options and preferences within the email.
Is One-Click Unsubscribe Mandatory?
This leads us to the next question, which is quite essential for all email senders. Is this feature mandatory, or is it just something that subscribers prefer?
The short answer is: it depends.
According to Google, if a company sends over five thousand messages each day, both subscribed and marketing messages must include a one-click unsubscribe.
Furthermore, promotional and commercial emails also require this feature. If you only send transactional messages, implementing a one-click unsubscribe is not mandatory. While the method is not mandatory for everyone, more and more email service providers are including the feature.
You are not required to add the unsubscribe feature if you send:
- Transactional messages,
- Cold emails,
- Non-commercial messages.
Additionally, Google and Yahoo provided a deadline (June 2024) for senders to implement this functionality for any type of promotional or commercial message. This means that it is highly recommended that you implement a one-click unsubscribe as soon as possible to be compliant with the new requirements.
When it comes to email security, best practices are implemented to ensure the safety of both subscribers and senders. It is the primary reason why there are so many regulations companies need to follow. So, it is more than just eliminating slight inconvenience.
Why Do You Need One-Click Unsubscribe
The most obvious reason why you’d need one click is to follow the newest regulations and avoid potential penalties and spam filters. But this is just the beginning. As mentioned earlier, creating a user-friendly experience for the visitors will be more than beneficial for your page.
They won’t feel like the platform is spamming them, and you will have subscribers who actually want to be there.
To better understand why adding one-click unsubscribe, you should take a look at all the benefits it offers:
- User-friendly experience
- Being compliant with the regulation
- Improving the reputation
- Reduce the number of complaints
- Improve email deliverability
- Keep track of the valuable email campaign metrics
For subscribers, the situation is far simpler. They will be able to customize their experience and easily unsubscribe from email lists they don’t use or visit. Furthermore, they are more likely to have a positive opinion of the company or a sender if they are able to easily navigate the platform or unsubscribe if they feel like it.
Benefits of the Simple Unsubscribe
While it might seem counterintuitive, it can improve the email sender reputation as well as email deliverability since emails won’t be targeted as spam messages. Finally, keeping the list of subscribers clean and filled only with people who love to be there will give you valuable insight and help you keep track of the email unsubscribe rate and email marketing customer journey.
By analyzing the data, you will be able to recognize problematic spots and work on improving your campaign even further. It will also allow you to plan new email marketing campaigns and work on improving your brand even further.
| Benefits For Subscribers | Benefits For Senders |
|---|---|
| Reclaiming your inbox and adding more control | Being compliant with the newest regulations. |
| Being able to customize the entire experience | Keeping your subscriber list clean and filled with people who want to be there |
| Easy way to unsubscribe from unwanted platforms | Improving reputation and helping you avoid spam complaints. |
Other than being mandatory for some businesses, adding this feature is beneficial for everyone. It is a win-win situation that will help both subscribers and senders as soon as it is implemented. Needless to say, avoiding being marked as an email spam sender is something every company would want.
How To Implement One-Click Unsubscribe
There are many different ways to approach the situation at hand. You can go for the bare minimum that will be in line with the one-click unsubscribe law, but you can do so much more if you are willing to go a step further. One thing you should remember is that keeping the unsubscribe link in the footer is still allowed.
This is something many visitors are used to, and they might still look for the link at the bottom of the email. Moreover, this link can also lead to the preference center, allowing email list members to further customize their experience.
When it comes to the method, it will mostly depend on the platform you are using. Microsoft 365 allows senders to toggle the one-click unsubscribe feature within Customer Insights and Journeys, and the process is quite simple.
Google one-click unsubscribe requirements mandate senders to add two headers:
- List-Unsubscribe-Post: List-Unsubscribe=One-Click
- List-Unsubscribe: <https://example.com/unsubscribe/example>
These will work for all outgoing messages.
On the other hand, if you are using a custom app to send emails, you might need a developer team to make it work. Some ESPs offer the option to add this feature too, but it would be best if you checked with your email service provider.
Campaign Refinery Can Help!
We at Campaign Refinery pride ourselves on following the cleanest sending practices on the market. Our dedication results in the best email deliverability you can experience!
Focused on making the user experience as smooth as possible for our clients and their subscribers, we support the one-click unsubscribe policies and encourage senders to stay compliant with the latest regulations.
Our clients also get these unique features:
- Automatic List Cleaning: We remove harmful emails before sending them!
- Engagement Gamification: Subscribers can earn points for opening and clicking, improving your engagement rates!
- Evergreen Flash Sales: Create regular, automated, time-sensitive offers to create urgency and increase conversions!
Join us to clean up your sending practice and see your open rates soar — apply to become a client today!
Written by Miroslav Bozic
