Google and Yahoo 1-Click (List) Unsubscribe policy changes

Question

Dear Marketo Community,The recent email rule updates by Google and Yahoo, especially regarding the 1-Click (List) Unsubscribe, are prompting significant changes in email marketing strategies. We're re-evaluating our approach and would love to hear some feed back from you guys. Currently, our unsubscribe mechanism directs users to a confirmation form. However, the new emphasis on the "post" list-unsubscribe option (over the "mailto" option) suggests a move towards a more streamlined, 1-click process. After reading the article: The main contention for me is whether they are referring to your email footer for “1-click” unsubscribe, or their built in features where users in Gmail can select “unsubscribe” and pass that back to our Marketo instance to automatically unsubscribe people. If it is the built-in feature within Gmail itself, does this mean we do not have to change our current unsubscribe process as mentioned above? Any suggestions and thoughts on this topic would be really appreciated! Thank you all!

SanfordWhiteman · Accepted Answer

The http: List-Unsubscribe header isn’t any more “1-click” than the mailto: List-Unsubscribe header. They’re both simple TCP connections: one is HTTP, the other SMTP.

If anything, the SMTP method may put fewer bytes on the wire! (Though admittedly an SMTP transaction has multiple requests and responses.)

The providers already offer the button/link even if you only offer SMTP mailto:. We haven’t seen any evidence that the providers are dinging people for offering mailto: only.

But they 100% are dinging you if you don’t have either List-Unsubscribe header. Among other things, this means you cannot mislabel marketing emails as operational.

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