Email deliverability isn’t just about avoiding spam folders—it’s about giving your recipients control and building trust. When a user clicks “Unsubscribe” instead of marking your email as spam, everyone wins: you preserve your sender reputation, and they get off your list without frustration. The List-Unsubscribe header is one of the most effective tools for making this happen, yet it’s often misunderstood or implemented incorrectly.
At MisarMail, we’ve seen firsthand how a well-configured List-Unsubscribe header can improve open rates by up to 15% and reduce spam complaints by over 40%. It’s not just a compliance checkbox—it’s a strategic advantage. But like any tool, it works best when used correctly. In this post, we’ll walk you through how to add List-Unsubscribe headers the right way, avoiding common pitfalls that could hurt your deliverability or user experience.
The List-Unsubscribe header isn’t a new concept—it’s been part of the email specification since 2003 (RFC 2369) and later refined in RFC 8058. But its importance has grown as mailbox providers like Gmail and Outlook prioritize user experience. In 2024, Gmail explicitly stated that emails without a one-click unsubscribe option could be treated as spam, regardless of content quality.
Why does this matter for your business? Because spam complaints are one of the fastest ways to get blacklisted. The average email marketer loses 2-3% of their subscribers per month to unsubscribes—but those who use List-Unsubscribe headers see lower complaint rates because users can leave gracefully instead of hitting “Report Spam.”
| Metric | With Proper List-Unsubscribe | Without |
|--------|-------------------------------|---------|
| Spam Complaints | 0.1% | 0.5% |
| Open Rates | 22% | 18% |
| Inbox Placement | 94% | 82% |
| Unsubscribe Rate | 2.1% | 1.9% |
Note: Data aggregated from MisarMail customer campaigns over 12 months.The key takeaway? A well-implemented List-Unsubscribe header doesn’t just satisfy legal requirements—it improves your bottom line by making unsubscribes easier than spam reports.
At its core, the List-Unsubscribe header tells mailbox providers, “Here’s a way to unsubscribe without marking this as spam.” There are two standard formats:
List-Unsubscribe:
`
- HTTP Unsubscribe (more modern, works in webmail):
`
List-Unsubscribe:
`
Common Mistakes That Derail Deliverability
Even if you add the header, small errors can make it useless—or worse, trigger spam filters. Here are the pitfalls we see most often:
Missing angle brackets (< >)
Wrong:
`
List-Unsubscribe: mailto:[email protected]
`
Correct:
`
List-Unsubscribe:
`
- Using a non-functioning unsubscribe address
If your unsubscribe endpoint returns a 404 or requires login, users (and spam filters) will get frustrated.
Not including both mailto and https options
Some providers (like Apple Mail) only support mailto, while webmail clients prefer https. Omitting one limits reach.
Forgetting to update the List-Unsubscribe-Post header (RFC 8058)
If you use the HTTP unsubscribe method, you must also include:
`
List-Unsubscribe-Post: List-Unsubscribe=One-Click
`
- Using a generic “support@” address
Users associate [email protected] with legitimate lists. A support address can feel like a trap.
At MisarMail, we’ve built automated checks to catch these issues before emails are sent. Our platform validates that:
- The unsubscribe link resolves within 2 seconds
- The address accepts plaintext emails with no authentication
The List-Unsubscribe-Post header is present when needed
Step-by-Step: Adding List-Unsubscribe in MisarMail (and Other Platforms)
Implementing List-Unsubscribe headers is straightforward, but the process varies slightly depending on your email service. Here’s how to do it in the most common setups:
1. Using MisarMail’s Campaign Studio (Recommended)
MisarMail’s visual campaign builder makes this easy:
- Navigate to your campaign and open the “Headers” section in the settings panel.
Enable List-Unsubscribe with a toggle—no manual code required.
- Choose your format:
- One-click unsubscribe (HTTP): Ideal for webmail users (Gmail, Outlook.com).
- Mailto unsubscribe: Best for desktop clients and mobile apps.
- Customize the unsubscribe page:
- Use MisarMail’s drag-and-drop editor to design a clean, branded unsubscribe page.
- Add a confirmation message to reduce accidental unsubscribes.
- Test with Litmus or Email on Acid to verify the header appears in the raw email source.
Pro Tip: MisarMail automatically includes the List-Unsubscribe-Post header when HTTP unsubscribe is selected, so you don’t have to worry about missing syntax.
2. Manual Implementation in Transactional Emails
For developers sending transactional emails (e.g., receipts, order confirmations), add these headers in your SMTP library:
`python
Python (using smtplib)
msg = EmailMessage()
msg['From'] = '[email protected]'
msg['To'] = '[email protected]'
msg['Subject'] = 'Your Order Confirmation'
msg['List-Unsubscribe'] = ''
msg['List-Unsubscribe-Post'] = 'List-Unsubscribe=One-Click'
... rest of email setup
`
`php
// PHP (using PHPMailer)
$mail->addCustomHeader('List-Unsubscribe: ');
$mail->addCustomHeader('List-Unsubscribe-Post: List-Unsubscribe=One-Click');
`
3. CMS Platforms (WordPress, Shopify, etc.)
- WordPress (via SMTP plugins like Post SMTP or WP Mail SMTP):
Add these headers in the plugin’s “Additional Headers” field:
`
List-Unsubscribe:
List-Unsubscribe-Post: List-Unsubscribe=One-Click
`
- Shopify:
Shopify handles List-Unsubscribe automatically for marketing emails, but for custom transactional flows, you’ll need to edit the Liquid template:
`
{% capture unsubscribe_url %}{{ shop.url }}/apps/email/unsubscribe?email={{ customer.email | url_encode }}{% endcapture %}
{% capture unsubscribe_header %}List-Unsubscribe: {{ unsubscribe_url }}{% endcapture %}
{{ unsubscribe_header }}
`
4. SMTP Relay Services (SendGrid, Mailgun, etc.)
Most SMTP services let you add custom headers:
- SendGrid:
Use the headers parameter in their API:
`json
"headers": {
"List-Unsubscribe": "",
"List-Unsubscribe-Post": "List-Unsubscribe=One-Click"
}
`
- Mailgun:
Add headers in the h: field:
`
h:List-Unsubscribe:
h:List-Unsubscribe-Post: List-Unsubscribe=One-Click
`
Beyond the Basics: Advanced Tactics to Maximize Unsubscribe Effectiveness
Adding the header is step one—but optimizing it is where you gain a competitive edge. Here’s how to make List-Unsubscribe work harder for you:
1. One-Click Unsubscribe (RFC 8058)
The gold standard for modern email is the one-click unsubscribe, which lets users leave with a single click (no login, no confirmation page). To enable this:
- For HTTP unsubscribe links, ensure your endpoint:
- Accepts a GET request to https://example.com/unsubscribe?email=[email protected]&token=abc123
- Immediately unsubscribes the user without requiring them to log in.
- Returns a 200 OK response with a confirmation message.
- For mailto unsubscribe, configure your mail server to:
- Accept plaintext emails with the subject “unsubscribe” or body “Unsubscribe”.
- Process the request automatically (e.g., via a script that updates your CRM).
Example Unsubscribe Endpoint (Node.js):
`javascript
app.get('/unsubscribe', (req, res) => {
const { email, token } = req.query;
if (!email || !validateToken(token, email)) {
return res.status(400).send('Invalid request');
}
db.users.updateOne(
{ email },
{ $set: { unsubscribed: true } }
);
res.send(
Your request has been processed.
);
});
`
2. Segmented Unsubscribe Options
Instead of a single “Unsubscribe” link, offer category-specific options to retain engaged subscribers:
`
List-Unsubscribe:
List-Unsubscribe:
`
This lets users stay subscribed to transactional emails (receipts, shipping updates) while leaving your marketing list.
Pro Tip: MisarMail’s segmentation tools make this effortless—just drag and drop to define unsubscribe preferences per campaign type.
3. Post-Unsubscribe Engagement
A smooth unsubscribe process doesn’t end at the click. Use it as an opportunity to:
- Ask for feedback (“Why are you leaving?”) to improve future campaigns.
- Offer a re-subscribe link for users who might have unsubscribed by mistake.
- Provide alternative ways to stay connected (e.g., social media, SMS).
Example Feedback Form:
`html
We're sorry to see you go! Please tell us why:
``
Even with the best setup, things can go wrong. Use these tools to catch issues early:
Cold email and newsletters may both land in your prospect’s inbox, but treating them the same way is like using a flamethrower to light a ca…
Email is the backbone of modern marketing—until it isn’t.
Email marketing has changed dramatically over the past few years—but one thing hasn’t: subscribers still expect the power to leave. And they…
Comments
Sign in to join the conversation
No comments yet. Be the first to share your thoughts!