About one-click unsubscribe

Starting June 2024, Gmail requires senders who send 5,000 or more emails a day to make it easy for recipients to unsubscribe. Messages must support one-click unsubscribe.

What is one-click unsubscribe?

One-click unsubscribe, in this context, is specific data included in the header of an email that allows a mail client to use the one-click unsubscribe feature. Every email application has implemented this feature differently, but below are some common examples of where one-click unsubscribe can appear.


Microsoft Outlook

The crucial component of one-click unsubscribe is that after a recipient clicks "Unsubscribe," there should be no other confirmations or follow-up questions; they should be unsubscribed immediately.

How does one-click unsubscribe work in Totango?

When a recipient of an email sent from Totango clicks a one-click unsubscribe link, an API call is sent to Totango servers to process the request in the same way as other unsubscribe links:

  1. The system's Campaign Unsubscribe attribute will be updated for every user with the same email address, including setting the "User Unsubscribe" attribute to yes
  2. The unsubscribed statistics will be included in the campaign performance tab

Essentially, the one-click unsubscribe option is no different than other unsubscribe mechanisms with regard to how Totango processes the request. Depending on the user's email application, there might be a confirmation message (within the application), but no page is loaded in the browser.

Are there any cautions about the one-click unsubscribe requirement?

Because this requirement is new, security systems may trigger the unsubscription events accidentally. 

It’s responsibility of the security system administrators and developers to process unsubscribe links accordingly. There have been reports online about link screening tools triggering regular unsubscription events. When this happens, there is nothing a sender can do. It’s up to recipient system administrators to customize their systems correctly.

It’s reasonable to expect that link preloading and screening tools are ready for the changes of this new requirement and will not send unnecessary API calls to bulk senders, like Totango.

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