Creating letters with the ability to unsubscribe through the heading "List-Unsubscribe" in Yandex and Gmail (Mail.ru - not recommended)

    Immediately make a reservation and say that the method works with other mail services. Only Yandex, Gmail and Mail.ru were tested in this article.

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    Modern email services support List-Unsubscribe header processing. If this header exists, the service will display a button to unsubscribe from your newsletter.

    Why this cannot be used for mail.ru letters is described at the very end of the article.

    It is useful and convenient. The usefulness of the "unsubscribe" button is as follows: those who are not interested in your mailing list will click "Unsubscribe" instead of "This is spam" with a greater degree of probability than if this button were not. As a result, a satisfied subscriber and the pure karma of your newsletter and the mailing domain as a whole.

    I will describe a common case leading to negative consequences and mailing lists getting into spam.

    We go to the online store and buy a good thing at a fairly low price. We all know that buying on the Internet is often an order of magnitude cheaper than in computer supermarkets. However, the most famous computer supermarkets have long had their own online storefronts with prices lower than in their retail branches.

    So, we added the product to the basket, and we are invited to register. We are satisfied and want to come here again, of course we register and order our goods. When registering, most likely the checkbox “Subscribe to new items” or “Subscribe to discounts”, etc. (Of course, not everyone has this, but the vast majority of stores, because each seller is interested in making you regular customers and reminding yourself more often).

    As a result, we get letters that over time begin to bother us.

    What will the customer of this store do?
    1) Click - Delete
    2) Click - Spam
    3) Click - Unsubscribe (at the bottom of the letter or by a special button, if the newsletter has the heading “List-Unsubscribe”)

    Most likely, our customer will first click delete. Then delete it again. And when he’s completely tired of mailing, he will unsubscribe from it or send it to spam. And here the “unsubscribe” button on the mail service panel will help him make the right decision.
    In most cases, the “unsubscribe” button is hidden by everyone at the very bottom of their newsletter (and rightly so), so it may not be seen by those who even refuse to read your newsletter.

    Adding an unsubscribe button to the mail service toolbar

    To add the “unsubscribe” button to the mail service panel for your newsletters, you need to transfer the following line in the message header: or The button does not appear immediately in Gmail . However, the service itself recommends using this heading, but stipulates that in addition to this heading, the letter itself should have a visible link to the unsubscribe. Most likely, this is due to the fact that Gmail displays this button for services that have established themselves as respectable. To prevent spam mailing services from using this feature. In Yandex mail you will immediately see a new button: Mail.ru will also immediately display this button:
    List-Unsubscribe: <ссылка на отписку>

    List-Unsubscribe: <email для отправки письма на отписку>





    Unsubscribe in Yandex mail


    Unsubscribe in Mail.ru

    The behavior of this button is as follows: when clicked, it will follow this link, the message will be deleted. If the link is correct, then the user will see something like this: “Hello! You have successfully unsubscribed from our newsletter. ” (of course, it depends on what you decide to write on this page)

    And everyone is happy: both the user and the mail service, and you - since your mailing was not marked as “spam”.

    Problems unsubscribing through "List-Unsubscribe" in Mail.ru.

    But this does not work with Mail.ru. I wrote them a letter asking them to change their algorithm, I received an answer - "We will consider your proposal."
    Maybe they’ll really consider it, but so far this does not work at all as we would like.

    Mail.ru Group wrote an article on their blog that describes some of the benefits of their service and additional features, more details can be found here: habrahabr.ru/company/mailru/blog/216535

    Here's the catch: when you click on the unsubscribe button on the mail toolbar. ru - you will not be redirected anywhere. So, you won’t see the result of your subscription on the screen. Mail.ru will open the link specified in the List-Unsubscribe header for you, and send the message to spam.

    • For the owner of the newsletter, this is undesirable, it turns out that you gave an additional opportunity to unsubscribe - but for this you received a spam label for your newsletter (if the user has unsubscribed).
    • This is also not good for your client - now if he wants to subscribe to you again, your letters will be sent to his mail with the mark “spam”.

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