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Module 7 · Lesson 23 of 37

Link Hygiene & Unsubscribe

Part of The Complete Email Deliverability Course — Email Content Best Practices.

Link best practices:

  • ❌ Never use generic URL shorteners (bit.ly, tinyurl.com)
  • ✅ Use branded tracking domains through your ESP
  • 🔗 Limit redirect chains — multiple hops look suspicious
  • 📊 Keep total links reasonable (20+ faces scrutiny)

One-click unsubscribe (RFC 8058) — Required since June 2024 for bulk senders:

List-Unsubscribe: <https://example.com/unsubscribe?token=ID>
List-Unsubscribe-Post: List-Unsubscribe=One-Click
  • Process unsubscribe requests within 2 days
  • Applies to marketing emails only (transactional exempt)
  • Must have valid DKIM signature covering both headers

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