The success of your email campaigns does not rely solely on the content you offer, but also on the flexibility you provide to your audience. Indeed, recipients should be able to unsubscribe easily if they wish to. Are you using the unsubscribe button discreetly placed at the end of the email? That’s already a great thing, but do you know about the List-Unsubscribe header? If the answer is no, or if you’re still hesitating to implement it, this article should convince you. Discover its multiple advantages and how it can enhance your email marketing practices.
What is the List-Unsubscribe header?
The List-Unsubscribe header is a line of code inserted into the HTTP header of an email. This technical element, invisible to the recipient, allows email clients and platforms to display a clear and quick unsubscribe option. Rather than searching for an obscure link hidden at the bottom of the email, the recipient can click on a button directly integrated into their email interface.
The classic List-Unsubscribe options include:
- Mailto, which allows the recipient to send an email to confirm their unsubscription.
- URL, which redirects to a webpage to validate the unsubscription.
List-Unsubscribe vs traditional unsubscribe button
While the unsubscribe button placed at the bottom of emails remains a commonly used standard practice, the List-Unsubscribe header offers unique advantages that complement or even surpass this traditional method:
More visibility
Unlike the unsubscribe link, often hidden in the footer and written in small print, the List-Unsubscribe header fully stands out! It is displayed directly in the email interface, for example, in the form of an “Unsubscribe” button in Gmail, meaning the recipient has to exert less effort.
A standardized and universal method
While the footer button changes according to the email layout, the List-Unsubscribe header is based on a technical standard accepted by major email clients. This ensures a consistent and reliable user experience.
Fewer human errors
In some cases, classic unsubscribe links can be misconfigured or redirect to outdated pages. The fact that the List-Unsubscribe header is centrally configured minimizes this risk.
Less risk of being marked as spam
By offering a clear and immediate option in the email interface, the List-Unsubscribe header greatly reduces the likelihood of being placed in the spam category. It’s a double advantage since, on one hand, the sender’s reputation is protected, and on the other, users’ expectations are respected.
In summary, the List-Unsubscribe header and traditional unsubscribe button are two complementary tools. You don’t have to choose between them. In fact, it is highly recommended to use them together; this way, you increase your chances of having a high-quality mailing list while respecting your subscribers.
Accepting unsubscribes: a key element of a healthy strategy
Even though they are unpleasant to witness, unsubscribes are an integral part of an email campaign. They do not mean that the campaign is failing. Even with the best practices, it’s normal for some recipients to choose to unsubscribe. Instead of trying to eliminate them entirely, focus on the quality and engagement of the remaining subscribers.
To dispel any misconceptions, let’s set the record straight:
Unsubscribes are unavoidable. Over time, some users’ interests change, or they may simply no longer find your content relevant. It isn’t necessarily a sign of failure, but rather an opportunity to maintain a more engaged list.
Making unsubscription easy does not increase departures. Contrary to what you might think, making the unsubscribe button or the List-Unsubscribe header more visible does not cause a massive increase in unsubscribes. On the contrary, it reduces the frustration of users who wish to leave the list. It might even encourage them to return in the future if they perceive your brand as honest and transparent.
A low unsubscribe rate is less important than a high engagement rate. Focus your efforts on creating valuable content and maintaining an authentic relationship with your active subscribers.
How to implement the List-Unsubscribe header?
1) Check compatibility with your email platform
Many emailing platforms, like Mailchimp, Brevo, or HubSpot, allow easy addition of the List-Unsubscribe header. Depending on which one you choose, find out how to activate this feature.
2) Choose the unsubscription methods
Decide whether you want to use a URL, an email address, or both. As mentioned earlier, offering multiple options increases the chances of successful unsubscription.
A trend to monitor… and adopt
Given the constant evolution of user expectations and technologies, the List-Unsubscribe header is expected to gain importance in the coming years. Some ISPs might even mandate its presence in the future. Moreover, email marketing automation tools may incorporate even more advanced functions to manage user preferences. Instead of waiting, it would be wise to get ahead by adopting it now!
