List-Unsubscribe Domain Reputation Data

How Can Email Marketers Qualify for One Click Unsubscribe Functionality from Major Receivers and Inbox Providers?

  1)  Use the List-Unsubscribe Header RFC 2369
  2)  Have a Good Unsubscribe Reputation

Quick Links

How to perform DNS lookups
XML download link
Text download link

Receivers and inbox providers are quickly moving to provide consumers more control of their inbox. Major providers such as Microsoft are adding an unsubscribe option in their email agent to allow consumers to unsubscribe from unwanted email, rather than report the message as spam. LashBack and other industry leaders are supporting the list-unsubscribe header (RFC 2369) as the mechanism for determining how and where to send unsubscribe feedback.

This standardization is a necessary component of making consumer unsubscribe work. However, standardization is only half of the equation to make one-click unsubscribe work. The presence of a list-unsubscribe header in an email alone does not mean that an unsubscribe request will be honored and protected by the mailer. LashBack’s list-unsubscribe domain reputation data is designed to provide the reputational component of the equation to make one-click unsubscribe work for all parties.

What is LashBack’s List-Unsubscribe Domain Reputation Data?

LashBack’s list-unsubscribe domain reputation data is a list of authenticated domains using the list-unsubscribe header and their associated trust level. Each domain’s trust level is a binary value determined by two factors:

1) Percentage of unsubscribe requests made using the list-unsubscribe that were honored

2) Protection of email addresses submitted to the list-unsubscribe header

If a sending domain honors at least 90% of unsubscribe requests and protects the email addresses submitted for unsubscribe from misuse, they will be trusted. It should be emphasized that only unsubscribe requests made using a sending domain’s list-unsubscribe header are considered in this trust factor. Requests made using the unsubscribe links provided in the body of the message do not impact this metric.

Why Domain Reputation?

Historically, reputation has been based on sending IPs. However, authentication allows us to apply the reputation of the sending IPs to the organization as whole. Domain reputation allows senders to carry a reputation forward as they change IP space or add new IPs to their existing mail infrastructure. Likewise, it allows those using a shared IP space to segment reputation based on the client or mailing segment.

How are Domains Authenticated?

Domains are authenticated using SPF/SenderID using the domain’s published spf1 or spf2.0 records.

What Domain is Listed in the Reputation Data?

LashBack attempts authentication on both the MAIL FROM domain and the PRA domain (see SPF and SenderID specifications for more information). First priority is given to the PRA domain followed by the MAIL FROM domain for listing.

Will LashBack Be Supporting DKIM Authentication?

In the future, LashBack may publish similar domain reputation data based on authenticated DKIM mail but does not currently have a definitive timeline for this development.

How to Get Listed?

There is no cost or fee associated with being in LashBack’s list-unsubscribe domain reputation data. Anyone sending mail that wishes to be listed simply needs to do the following:

-Authenticate your mail using SPF/SenderID

-Include a list-unsubscribe header in your email and make sure your list-unsubscribe header functions

-Send email. LashBack will receive samples of your email from consumers reporting mail to LashBack for unsubscribe processing. You may also consider seeding LashBack to assist in this reputation building process (see How to Build a Good Reputation).

What List-Unsubscribe Methods Does LashBack Support:

RFC 2369 indicates both email-based and web-based mechanisms are supported. In line with the RFC, LashBack supports both mechanisms. However, web based mechanisms should be simple and easily automated to ensure it can be used and monitored by LashBack systems. It is important to note that regardless of which method you employ, the action should be the only one necessary to complete an unsubscribe request. Double-opt out processes (i.e., sending another email to get confirmation of an unsubscribe request) are not supported and will impact your trust level).

How do I Dispute My Reputation?

Any sender may view and dispute their reputation once every 90 days without associated costs. To issue a dispute, please email lu-dispute@lashback.com with your domain name and evidence to support ownership of either the sending domain or IPs belonging to the sending domain. Disputes will be processed within 5 business days.

XML Download

If you wish to download an XML copy of LashBack’s list-unsubscribe domain reputation data, this file is available at the XML download link. This XML file is updated daily with the latest reputation data. A trust indicator of 1 indicates that the domain is trusted with LashBack for list-unsubscribe requests.

Text Download

If you wish to download a text copy of LashBack’s list-unsubscribe domain reputation data, this file is available at the text download link. This text file is updated daily with the latest reputation data. The file is comma delimited. The first column is the authenticated domain and the second column is the trust indicator. A trust indicator of 1 indicates that the domain is trusted with LashBack for list-unsubscribe requests.

DNS Lookups

In order to check an authenticated domains list-unsubscribe reputation with LashBack, you may perform a DNS query using the authenticated domain of the sender. Queries should be made to lu.unsubscore.com. An example query would be mail.domain.com.lu.unubscore. A test entry exists for test.unsubscore.com.lu.unsubscore.com which should return 127.0.0.1 (trusted). DNS entries are updated daily and simultaneously with the text and XML download files.

Lookup Return Codes

127.0.0.1 - This return code indicates that the authenticated domain is trusted by LashBack for list-unsubscribe processing.

127.0.0.0 - This return code indicates that the authenticated domain is NOT trusted by LashBack for list-unsubscribe processing.

Data Use Restrictions

LashBack’s list-unsubscribe domain reputation data is provided free for both commercial and non-commercial use.

DISCLAIMER OF WARRANTIES AND LIABILITY

All data is provided for your personal information only, and not intended for legal purposes. LashBack LLC is not liable for any errors in the data, or for any actions taken in reliance thereon.

LASHBACK LLC MAKES NO WARRANTY, EXPRESSED OR IMPLIED, AS TO THE RESULTS TO BE OBTAINED BY ANY USER OR OTHERS FROM THE USE OF THE INFORMATION PROVIDED HEREUNDER. LASHBACK MAKES NO EXPRESS OR IMPLIED WARRANTIES OF FITNESS OF THE INFORMATION FOR A PARTICULAR PURPOSE OR USE.

The information contained in LashBack databases has been developed by LashBack and are considered by LashBack to be reliable. However, the accuracy and completeness thereof are not guaranteed and LashBack and its data suppliers shall have no liability for errors or omissions regardless of the cause or source of such error or omission.

LASHBACK LLC DOES NOT HAVE ANY LIABILITY TO A USER OR TO OTHERS FOR ANY LOST PROFITS OR INDIRECT, SPECIAL, CONSEQUENTIAL, PUNITIVE OR EXEMPLARY DAMAGES, EVEN IF ADVISED IN ADVANCE OF THE POSSIBILITY OF SUCH DAMAGES.

LashBack may change or discontinue the databases, or their availability to you, at any time without notice.