One-Click Unsubscribe

Bloomreach Engagement automatically adds the List Unsubscribe header to all emails. This header ensures that the unsubscribe button is available right next to the name of the sender. This protects your email reputation as it would normally be much easier and faster to click on the spam button than to look for the unsubscribe link at the bottom of the email (read more in the Email deliverability article). Clicking on this button unsubscribes the customer directly, without being redirected to the consent page where they need to update their preferences.



Adapting to Yahoo & Gmail's One-Click Unsubscribe Requirement

Yahoo and Gmail's recent updates mandate a one-click unsubscribe process for all email recipients from senders. Compliance with this new rule requires incorporating a clear, easy-to-access, one-click unsubscribe option in all emails you send.


You won't see this feature in email test sends.

How it works

This is a built-in function in Bloomreach Engagement.


Please note that the display of the one-click unsubscribe button in the Mailbox UI (Gmail, Outlook and others) is at the discretion of the respective mailbox. This option appears for reliable senders with a good reputation, but it's not guaranteed. Mailboxes often withhold this feature from bad senders while providing users an easier way to report spam. Establishing a good domain reputation is crucial to benefit from this feature. However, even senders with a good reputation may not always have the unsubscribe button displayed, as the final decision rests with the mailbox.

When a customer clicks on the list-unsubscribe button one event will be tracked into the customer's profile:

  • consent event with attributes action = reject, source = list_unsubscribeand category that is equal to the consent category which this email belonged to. The various methods of List Unsubscribe are tracked in the attribute unsubscribe_method, that can have values mailto, One-Click GET or One-Click POST.

Bloomreach Engagement supports both mailto unsubscribe links and the GET/POST standard for unsubscribe requests, making it adaptable to most email clients such as Gmail,, Yahoo! Mail, and Apple/iOS Mail. The mailto protocol works by silently sending an email, serving as an opt-out request, to Bloomreach Engagement's dedicated inbox, which then processes it as an unsubscribe request. On the other hand, the GET/POST standard, a method increasingly adopted thanks to updates from Gmail and Yahoo, works a bit differently: it calls a URL on our end, which passes along the unsubscribe request. In this way, Bloomreach Engagement can process both methods of unsubscribe requests ddepending on what the mailbox supports.

Bloomreach Engagement does not forward the unsubscribe requests to integrated ESPs which means email addresses will not be automatically unsubscribed on external unsubscribe lists. There are exceptions, where some ESPs do not allow us to control list-unsubscribe headers and they handle it on their side - read more in your specific ESP documentation (Sendsay and Sendinblue).


The list-unsubscribe header is not added to emails sent under the "general" consent category or those sent through the transactional API.

How to unsubscribe from more categories

If you want to unsubscribe customers who clicked on this option from more consent categories automatically, you can create a simple scenario for that:

:one: The "On event consent" node should be specified as follows:

:two: Then add the "Add event" node for every consent category you want the customer to unsubscribe from. Set it for the event "consent" and specify the following attributes. Adjust the value of the "category" attribute according to your needs.


Note: Add a separate node for every category to be unsubscribed.


If you don't see the event "consent" or any of its attributes in the list when setting up the nodes, it means it is not tracked in your project yet. Define the event and attributes in the Data Manager first to be able to work with it in this scenario.

Disabling list unsubscribe

You can disable the list unsubscribe by going to Settings > Project Settings > Channels > Emails > List unsubscribe and untick the Enable list unsubcribe links box.


As of 2024, Google and Yahoo are enforcing the use of List Unsubscribe. This tool significantly improves your deliverability rating. We strongly recommend not disabling List Unsubscribe unless you have an alternative system for managing unsubscribed customers.