Effective from 1st February 2024, organisations sending over 5,000 emails daily to Gmail or Yahoo accounts are now required to activate one-click unsubscribe functionality. Failure to comply with these new requirements may result in encountering deliverability issues when sending emails to Google and Yahoo email addresses.
What is One-click Unsubscribe?
One-click unsubscribe simplifies the process for recipients to opt out of receiving further emails without leaving their email interface. One-click adds an unsubscribe button in Gmail and Yahoo email applications which when clicked, removes them from future communications.
How Does One-click Unsubscribe Manage Email Subscriptions in Dynamics 365 Customer Insights – Journeys
The management of subscriptions (subscription lists, opt-ins, topic subscriptions etc.) differs slightly between Real-time journeys and Outbound marketing:
Real-time journeys
- If utilising the Real-time journeys preference centre, one-click unsubscribe will solely remove the recipient from the designated preference centre, ensuring delivery of other subscriptions.
- Similarly, for topic-based subscriptions, one-click will exclusively unsubscribe from the specified topic.
Outbound marketing
- If using Outbound marketing, one-click will opt the recipient out of ALL future communications.
Activating One-click Unsubscribe in Dynamics 365 Customer Insights – Journeys (Dynamics 365 Marketing)
In Dynamics 365 Customer Insights – Journeys (Dynamics 365 Marketing), enabling one-click unsubscribe is straightforward. Follow these steps after upgrading to the December 2023 release or a later version:
- Navigate to Settings > Other settings > Feature switches.
- Toggle the One-click unsubscribe switch to On.
- Click Save in the upper right corner of the page.
Upon activation, Customer Insights – Journeys will automatically append the following headers to your emails:
- List-Unsubscribe
- List-Unsubscribe-Post
Do you have questions about one-click unsubscribe or marketing technologies? Get free expert advice from FUJIFILM MicroChannel! Schedule a call back today. No pressure, just helpful insights from our experienced team
Request Free ConsultationEmail Best Practices to Consider
Here are a few of the best practices to follow for optimal email delivery:
- Authenticate your domain using SPF and DKIM email authentication.
- Maintain valid forward and reverse DNS records for your IPs.
- Ensure you have configured DMARC, as this is now a requirement in Gmail and Yahoo.
- Aim for a spam rate of 0.10% or lower, avoiding rates as high as 0.30%.
For additional best practices, refer to Google’s comprehensive guide.
For More Detailed Information
Do Not Fear One-click! Embrace Unsubscribes (sort of)
Embrace Unsubscribes? Are you out of your mind? Well, yes and no...
If you’re crafting relevant and engaging content tailored to your audience, then yes, seeing people unsubscribe can actually be a positive thing. After all, having individuals in your database who never open emails, engage with your brand, or make purchases are typically not valuable assets. Therefore, if people unsubscribe, and your confident your content is bang on, then they are simply not your target market or not ready to engage. Additionally, these people simply just skew your marketing stats and metrics unfairly.
For instance, if your goal for a campaign is to achieve a 25% open rate, but a significant portion of your database consists of disinterested subscribers who never engage, it’s better to exclude them from your communications. This isn’t just about making marketers look good in front of the boss; it’s about presenting an accurate reflection of your marketing performance to your target audience. It also helps you gauge how effectively you’re engaging with your total addressable market (TAM).
However, if you’re still experiencing unsubscribes and you believe your database encompasses your TAM, it’s more likely that something in your messaging or communication cadence needs adjustment.
How Do You Manage Inactive Audiences
So, the big question… what to do with an unengaged segment. Probably the easiest consideration is putting those contacts into a separate segment, and then running at that segment a separate warming up campaign, re-engagement campaign, an unsubscribe campaign or even cold calling a % of them (if you can) to get real insights and data. Each of these methods allows your audience a chance to get back in touch with your brand and is surely better than removing them from your database and communications altogether. Some food for thought. DM me (Tim Lee) on LinkedIn if you have any creative solutions or thoughts!
Help will always be given... to those who ask for it
As always, FUJIFILM MicroChannel is here to help. Feel free to reach out for a complimentary consultation if you have any questions regarding one-click unsubscribe or how to harness technology more effectively in your business.
Best of luck with your one-click and unsubscribes!
