What is “One-Click Unsubscribe” and why is it now mandatory?

One Click Unsubscribe enables recipients to unsubscribe from marketing emails with a single click directly in their email interface, without visiting external pages or completing multi step processes. It is now mandatory for bulk marketing senders under Gmail and Yahoo's 2024 requirements.

Implementation requires List-Unsubscribe and List-Unsubscribe-Post headers in messages. When users click unsubscribe buttons surfaced by their mailbox provider, a POST request to your specified endpoint processes the unsubscription automatically.

The mandate reduces friction in unsubscription, which decreases complaint rates. Users who can easily unsubscribe are less likely to hit the spam button out of frustration. Easy unsubscription benefits senders through lower complaints while respecting user preferences.