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Update: Support for One-Click List-Unsubscribe for Marketo Customers

samchang
Marketo Employee
Marketo Employee
‎02-02-2024 11:43 AM

As many of you have read or have heard, Gmail and Yahoo has issued a variety of new sender requirements starting on February 1, 2024.  Many of the initial requirements revolve around ensuring messages are properly authenticated with SPF/DKIM/DMARC, as well as compliance with Spam Complaint rates.

 

One of these requirements include the support of One-Click List-Unsubscribe as defined in RFC 8058.  This requirement was pushed out to June 2024 for both Gmail and Yahoo.  What this means is, starting in June 2024, all Bulk senders are required to support One-Click List-Unsubscribe which includes having the presence of the following in their marketing messages:

 

  1. List-Unsubscribe-Post: List-Unsubscribe=One-Click
  2. List-Unsubscribe: <URL Unsubscribe>, [optional <mailto:>]
  3. The URL unsubscribe in the List-Unsubscribe:
    1. Must not direct a customer to a preference page
    2. Support receiving a HTTP POST response back from the receiver
    3. Process the HTTP POST response (unsubscribe the user) within 48 Hrs
  4. Ensuring the List-Unsubscribe-Post and List-Unsubscribe: are included headers in the DKIM Signature (in the h= tag)

 

Marketo has always supported List-Unsubscribe: (RFC 2369) in all Marketing messages by automatically including a <mailto:> option in List-Unsubscribe: Header, and this was a seamless process done automatically without the need of any intervention from our customers.

 

Beginning on January 31, 2024, Marketo has put the necessary changes in place to support the One-Click List-Unsubscribe requirement, and all Marketing messages will support One-Click List-Unsubscribe.  Recipients who request a One-Click Unsubscribe will be automatically unsubscribed from all future communications across a Marketo instance.  We recognize the importance of Operational and Transactional messages, and One-Click List-Unsubscribe or List-Unsubscribe will not be present in these types of messages sent from Marketo.

 

Additional information about these requirements from Google and Yahoo can be found here:

 

 

Thank you very much,

 

Samuel Chang

Product Manager - Deliverability

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11 Comments
samchang
Marketo Employee
Marketo Employee
‎03-13-2024 12:32 PM
‎03-13-2024 12:32 PM

Hi Everyone,

 

Thank you very much for your input!    Currently the implementation and unsubscribe behavior of the new URL for the One-Click POST List-Unsubscribe functions exactly as the existing mailto: option, which has been used within Marketo for many years now.   The "unsubscribe" option presented by ISPs such as Gmail/Yahoo/Hotmail has also been in place for senders who meet the ISPs requirements and had always supported either MAILTO or URI, and prior to the recent implementation to support One-Click List-Unsubscribe, all List-Unsubscribe Requests executed via ISPs "unsubscribe" button, would trigger the mailto: unsubscribe, and the lead would be unsubscribed globally across the instance when the mail request is processed on our end.

 

The intention of the roll out was to ensure that we are able to provide the necessary facility for our customers to be in compliance of the upcoming requirements, while not to introducing any new or different behavior to how the current and existing unsubscribe functions when executed via the List-Unsubscribe.

 

I acknowledge everyone's questions and concerns and I will circle back with engineering to see what options are available for customization.    Please stay tuned!

 

Thank you very much,

 

Sam

 

 

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