Subscription Hub

Making it easy for our users to manage their email subscriptions in one place.

Subscription Hub

Most of the emails our users receive in their inbox come from brands they love. We believe those business-to-consumer emails are a useful medium for users to get information, deals and entertainment. Users can pick and choose what matters most to them.

The Subscription Hub is a centralized place for Yahoo Mail users to manage which brands they engage with in email.

As email marketers, you can manage and grow your email audience by providing an easy way for them to subscribe and unsubscribe.

Why should easy unsubscribe matter?

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 requirements & recommendations here.)

Criteria for senders to appear in the Subscription Hub:

  • Support one click unsubscribe (RFC 8058) method
  • Or support “mailto” unsubscribe method (RFC 2369)
  • We must see sufficient reputation and engagement for the sending email address.

Supporting One-Click Unsubscribe

Beginning in early 2024, we will require one-click unsubscribe. To do this you need include the following code within the headers of your email:

List-Unsubscribe-Post: List-Unsubscribe=One-Click
List-Unsubscribe: <>

Once a user unsubscribes, you will get a POST request which looks like this:

POST /unsub/opaquepart HTTP/1.1
Content-Type: application/x-www-form-urlencoded
Content-Length: 26

Of course we support “mailto:” unsubscribe headers as well.

To learn more about List-Unsubscribe headers:

Why should easy subscription matter?

With Yahoo Mail providing a hub for users to manage their email subscriptions, senders now have an opportunity to promote their content to millions of active Yahoo Mail users via the “Discover” view in the Subscription Hub. This feature allows our users to find brands they are interested in engaging with, and allows brands to grow their list organically through increased visibility.

The program is currently in beta for a limited number of vetted senders. The eligibility criteria to get featured in the Discover tab of the Subscription Hub is:

  • Support a one-click subscription method
  • Reviewed and approved by our editors

Invitation to participate in the program

Invitation to participate in the program

If you want to learn more or if you want to participate in the Subscription Hub program, please reach out to us.

Contact us