Mail App Unsubscribe

Whenever you send a newsletter campaign with Mailster, it will contain a List Unsubscribe Header. This is a mandatory header for bulk mailers to make unsubscribing from your emails a standard process.

You can modify the exact behavior in the settings.

Mail App Unsubscribe Setting

If you disable the checkbox from the settings page, Mailster will not include the “mailto:” link in your header (The regular link to the unsubscribe page will still be included)

Unsubscribe section in Apple Mail

How it works

The List-Unsubscribe header is added to the email’s headers and usually contains one or two methods:

  1. mailto: Link: An email address to send an unsubscribe request to.
  2. https: Link: A URL to a web page where users can unsubscribe.
List-Unsubscribe: <https://mailster.co/newsletter/unsubscribe/ef9e39825af215ba37cf7cae4a58d1ac/123/>

If the message contains an “mailto” link in the header, email apps will display a message to unsubscribe from your list:

List Unsubscribe Header

The List-Unsubscribe header is an email header used to provide recipients with a clear and straightforward way to unsubscribe from marketing or bulk emails. When properly implemented, it makes the unsubscription process easier and improves user experience, as well as increasing email deliverability and compliance with anti-spam regulations.

Effects on Email Clients & Apps

  1. Gmail (Web & Mobile)
    • If the List-Unsubscribe header is present, Gmail displays an “Unsubscribe” link next to the sender’s address.
    • Clicking it prompts a simple confirmation pop-up, and Gmail will either:
      • Send an unsubscribe email if a mailto: link is provided.
      • Redirect the user to the unsubscribe URL if a https: link is provided.
  2. Apple Mail (iOS & macOS)
    • Apple Mail displays a clear “Unsubscribe” link at the top of the email (just above the content).
    • Clicking this usually triggers an automatic unsubscribe process, following either the mailto: or https: link as specified.
  3. Outlook (Desktop & Web)
    • Outlook (Outlook.com / Office 365) may display an “Unsubscribe” link when it detects the List-Unsubscribe header.
    • The link is generally shown near the sender’s name or address, making it convenient for users to opt out.
  4. Yahoo Mail
    • Displays an “Unsubscribe” link when the List-Unsubscribe header is present, usually near the sender’s name.

Benefits

  • Improved Deliverability: ESPs (Email Service Providers) like Gmail reward legitimate senders by improving their deliverability when they implement List-Unsubscribe.
  • Enhanced User Experience: Makes it easy for recipients to opt out without marking emails as spam.
  • Compliance: Helps meet GDPR, CAN-SPAM, and other anti-spam regulations.
  • Reduced Spam Reports: Users are more likely to use the unsubscribe option than report the email as spam.
Tagged: