1-Click Unsubscribe: New GMAIL & YAHOO changes

[MLong8]

Gmail and Yahoo are rolling out new requirements Feb 1st requiring that bulk senders have a 1-click unsubscribe. 

Is HubSpot rolling this out across all customers or is this something we need to enable manually in all our emails? 

[DevonG · Accepted solution]

Although @PamCotton is incorrect in their understanding of the new "one-click unsubscribe" requirement, which is RFC 8058, HubSpot is currently compliant with it (refer to my other reply).

Regarding sequences sending from your "personal email provider", that is up to interpretation of the new Yahoogle rules (since they're individual emails and not mass messages) and the provider's implementation (the email provider would have to include the List-Unsubscribe and List-Unsubscribe-Post headers, along with the mechanism to capture and process those requests.) HubSpot might not be able to modify the email headers of messages sent from all of the supported external email provider.

Wildcard: Gmass appears to have found a way to send emails through gmail and include the list-unsubscribe header without using their SMTP servers?

P.S. 2: after doing more research, it looks like it's possible through google apps script in google workspace and gmail (full implementation, idea). You could roll out your own and then sync the unsubscribes to HS.

[theDMM · Accepted solution]

Long story short, HubSpot has already implemented one-click unsubscribe for all HubSpot accounts. There is no need to take action. Feel free to correct me if I'm wrong.

[ABehring]

@MLong8 I've been searching for any confirmation that this is automatically included, and I've found none.

While it's nice to hear that anecdotally someone is seeing the links automatically, we really need this to be confirmed by HubSpot to ensure compliance and that we can communicate how this is handled back to our security teams. 

@PamCotton as the replies to you have said, the Unsubscribe functionality within the email is not enough to comply with the updates to Gmail and Yahoo's new standards. Can someone from the email product team tell us if our emails are compliant?

[DevonG]

I sent a test from a portal today and found that it was 8058 compliant with this in the header (along with a mailto and https in the List-Unsubscribe)

List-Unsubscribe-Post: List-Unsubscribe=One-Click

[RHB]

@DevonG are you using this code to create a 1-click unsubscribe experience from marketing emails? I'd love to hear more about that as it seems HubSpot's features don't currently enable this

[DevonG]

This is the line in the email header that tells the email client that you support a HTTP POST request to the List Unsubscribe link provided in a previous header. This can only be added to the email by the SMTP server, which HubSpot owns and manages (for marketing emails, sequences are different subject).

This was sent from a paid portal, and I assume has been rolled out to all portals equally. No further action required on your part. Please send a test email campaign to an email address where you can view the headers, or send it to a generated email at aboutmy.email to verify your current configuration. If you see the line above in the email header, you are RFC 8058 complaint.

[MLong2]

@PamCotton 

I'm asking in regards to marketing emials sent out of HubSpot. Here is the guidance that Google provides: 

I dont see how to edit the code in the headers of my emails. And if I recieve a post request, how does the post request gets processed in hubspot so that people are actually unsubscribed from my list? 

[SMcGroggan]

For bulk email sends, it appears to already be doing that. When receiving a hubspot bulk email in a gmail inbox, I see an unsubscribe button appear when I hover over the preview text and also up next to the envelope information that is displayed in the upper left hand corner of the message when it is opened. There's a lot of confusing information out there about the 1-click unsubscribe, but what I just described are what yahoo and gmail are actually looking for.

So TLDR = HubSpot is already compliant with that part of the update and you shouldn't have to do anything else.

[PamCotton]

Hey @MLong8, Happy Friday!

HubSpot already supports the addition of an unsubscribe link to your one-to-one emails sent from the contact record, which complies with spam laws (e.g., CAN-SPAM, GDPR, CASL) and improves email deliverability by allowing unengaged recipients a way to opt-out.

As for the "one-click unsubscribe" for Gmail and Yahoo, the existing functionality of adding the unsubscribe link to your one-to-one emails should serve this purpose. This allows recipients to opt out of receiving such emails from you with a single click.

If you're still experiencing issues with the unsubscribe link in your emails, I recommend reaching out to our support team for further assistance.

You can find more information about adding an unsubscribe link to your one-to-one emails here.

Kindly,

Pam

[MBijakowski]

Hi,

This doesn't appear to be enough when sending emails via Google integration. New rules require 1 click unsubscribe to be present in the email header, not just a link to click in the email body.

edit for better reference

How does 1click unsubscribe in the header work when sending sequences via connected individual mailbox using gsuite.
Is this possible or are we doing something wrong?

[DevonG · Accepted solution]

Although @PamCotton is incorrect in their understanding of the new "one-click unsubscribe" requirement, which is RFC 8058, HubSpot is currently compliant with it (refer to my other reply).

Regarding sequences sending from your "personal email provider", that is up to interpretation of the new Yahoogle rules (since they're individual emails and not mass messages) and the provider's implementation (the email provider would have to include the List-Unsubscribe and List-Unsubscribe-Post headers, along with the mechanism to capture and process those requests.) HubSpot might not be able to modify the email headers of messages sent from all of the supported external email provider.

Wildcard: Gmass appears to have found a way to send emails through gmail and include the list-unsubscribe header without using their SMTP servers?

P.S. 2: after doing more research, it looks like it's possible through google apps script in google workspace and gmail (full implementation, idea). You could roll out your own and then sync the unsubscribes to HS.