Unsubscribe links and Google and Yahoo’s 2024 sender rules
In early 2024 Google and Yahoo started requiring bulk senders to offer a one-click unsubscribe. Outreach changed its settings three times in three months to keep up.
Shipped Jan–Mar 2024AdminsEveryone who emails
By David Jollie, Founder and Principal Consultant, Lyte Sales · Last updated · Covers Outreach release notes through November 2024
What it actually does
Outreach can add an unsubscribe option in two places: a link in the body of the email, and a List-Unsubscribe header that Gmail and Yahoo show as an unsubscribe button next to the sender.
In January 2024 Outreach turned on one-click unsubscribe by default for new customers, added the header option, and started adding unsubscribe links to new emails sent from Gmail and the new Outlook add-in. In March it merged the one-click setting into the header setting, and body links started taking two clicks so bots can’t unsubscribe people by accident.
Who it's for
Admins set it up. It affects every email your team sends.
Why it matters
Ignoring Google and Yahoo’s rules can land your emails in spam or get them blocked.
How it grew, 2022–2024
JUL 23
Unsubscribe links in one-off emails: an org setting, off by default.
JAN 24
Google and Yahoo changes: one-click by default for new customers, a List-Unsubscribe option and links on emails sent from Gmail and Outlook.
FEB 24
Personalized post-unsubscribe page: the page people land on can use Outreach variables.
MAR 24
One-click merged into List-Unsubscribe; body links take two clicks.
How to set it up
Open the email settings
As an admin, go to Administration › Organization › Org info › Email and find the Unsubscribe section.
Turn on the header
Turn on List-Unsubscribe in the email header. Since March 2024 this is also the one-click unsubscribe.
Choose where body links go
Decide whether to add unsubscribe links to one-off emails from Gmail and Outlook, from Outreach on the web, and to bulk emails. Set a post-unsubscribe page if you have a preference center.
Check your sequences
Each sequence’s ruleset has its own Add unsubscribe link to emails setting. Find it from the sequence’s Settings tab, or under Administration › Workflow automations › Rulesets.
Test it
Send a real email, not a test email, and check that the link and header appear.
The Lyte Guide to Outreach Product Releases 2022–2024 Archive