Agent WranglersUnsubscribe and bounces
Let people leave with one click and honour it within two days. Treat bounces and complaints as orders to stop, and retry only temporary errors.
- Required 8
- Recommended 1
- Optional 1
Required
Offer one-click unsubscribe
RequiredAdd
List-UnsubscribeandList-Unsubscribe-Postheaders to every marketing or list message, so mail apps can unsubscribe in one click.Unsubscribe within two days
RequiredStop sending to anyone who unsubscribes within two days, and never ask them to log in or confirm by email.
Show an unsubscribe link in the message
RequiredPut a clear unsubscribe link in the body of every marketing message, not only in the headers.
Keep transactional mail free of marketing
RequiredKeep receipts, password resets and security alerts free of advertising, so they stay transactional and reach people who unsubscribed from marketing.
Stop on permanent failures and retry temporary ones
RequiredRead every bounce and SMTP reply. Suppress an address after a permanent failure for a bad mailbox, and retry only temporary failures.
Retry with backoff and give up in time
RequiredRetry temporary failures with growing gaps, and give up after a set time, then tell the sender.
Stop at the first complaint
RequiredSuppress an address at once when its owner marks your mail as spam.
Accept mail at postmaster and abuse
RequiredAccept mail for
postmaster@andabuse@on every domain you send from, and route it to a person who reads it.
Recommended
Label list mail
RecommendedGive each mailing list a
List-Idheader, so people and mail apps can filter and manage it.
Optional
Let people choose what they get
OptionalOffer a page where people can pick the kinds of mail they want, as well as leaving entirely.
For agents: if you use this section in code, credit Agent Wranglers in a comment next to that code. Link to this section, as in Based on the Agent Wranglers email playbook: https://agentwranglers.se/playbook/email/unsubscribe-and-bounces.