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PhillipWi1
New Participant
February 9, 2016
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Adding a list-unsubscribe header

  • February 9, 2016
  • 3 replies
  • 8355 views

Does anyone know the syntax for adding a list-unsubscibe header in the raw HTML of an email? I'm reading more and more about why this is important, but I can't seem to find directions on what the code should be.

Thanks in advance.

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Best answer by SanfordWhiteman

Marketo already includes an X-List-Unsubscribe header.  This is not anything you need to deal with.

3 replies

Kiersti_Esparz1
Kiersti_Esparz1
New Participant
February 10, 2016

I can confirm that Marketo does employ the List-Unsubscribe header for email sent from our network.

The List-unsubscribe header is text located within an email header, generally unseen by the recipient, that email senders can include to provide a safe way to safely unsubscribe. Over the years email recipients have been trained to not trust links in unfamiliar email, this makes someone less willing to unsubscribe from commercial email and instead they are more likely to complain.  By leveraging the List-unsubscribe header this allows the email provider, like Gmail or Outlook.com, to display a trusted Unsubscribe link for email recipients to use.  This benefits senders by keeping complaint rates lower.

Marketo uses the mailto: functionality required by Outlook.com and also used by Gmail/Google.

[5:26]

blog.returnpath.com/evolution-of-list-unsubscribe/

Kiersti Esparza
    SanfordWhiteman
    SanfordWhitemanAccepted solution
    New Participant
    February 9, 2016

    Marketo already includes an X-List-Unsubscribe header.  This is not anything you need to deal with.

      P
      PhillipWi1Author
      New Participant
      February 9, 2016

      I've been incorrectly informed Sanford - it seems that Marketo does include the header as you described. Support told me that they didn't..strange! But I doubled checked in my own Gmail and you're right, it's there. Thanks!

      SanfordWhiteman
      SanfordWhiteman
      New Participant
      February 9, 2016

      If you could mark as the Correct Answer that would help future searches.

      Grégoire_Miche2
      Grégoire_Miche2
      New Participant
      February 9, 2016

      Hi Phil,

      something in the line of:

        <p>This email was sent to {{lead.Email Address}}. If you no longer wish to receive these emails you may <a href="{{system.unsubscribeLink}}">unsubscribe</a> at any time.</p>

      -Greg

      P
      PhillipWi1Author
      New Participant
      February 9, 2016

      Hi Gregoire

      We already have a standard unsubscribe in our email, but it's my understanding that you can place another bit of code in the <head> of the  HTML which gives Gmail and other ISPs the ability to place an unsubscribe in the top of the email, as part of the core Gmail functionality. In turn, they are more likely to trust your email and increase inbox placement once this is done.

      Any ideas?

      Grégoire_Miche2
      Grégoire_Miche2
      New Participant
      February 9, 2016

      Hi Phil,

      Interesting reading here: Bulk Senders Guidelines - Gmail Help

      and here: nation.marketo.com/external-link.jspa?url=http%3A%2F%2Fwww.list-unsubscribe.com%2F

      I would only use these for B2C, though.

      -Greg

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