As users go through different phases of life, their interests change (temporarily or permanently). Based on that, they want certain emails to stop reaching their Inbox. This is normal. If it is not easy to unsubscribe from business-to-consumer emails, there is a chance users can block the sender, or worse mark the email as spam. This will impact you as a sender adversely and can damage your domain reputation resulting in the rest of your emails ending up in the Spam folder.
As a sender you can help us and your subscribers by letting them opt-out of your messages easily. This can improve message open rates, click-through rates, and reputation. (Learn more about our sending best practices here.)
Criteria for senders to appear in the subscription hub:
- Support one click unsubscribe (RFC 8058) method
- Or support “mailto” unsubscribe method (RFC 2369)