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Gmail launches another innovation into the list management space

News from Gmail

Gmail has launched an Auto-Unsubscribe feature which places an unsubscribe link next to the ‘from’ address of commercial mailers in the Promotions folder. Here’s what we know so far:

  • Some mailers will present in your Promotions tab with an unsubscribe link next to the ‘from address’ like this:
From address preview

The link doesn’t show up in preview, only once the email has been opened. Clicking on the link gets you a popup asking for confirmation that you wish to be unsubscribed.

Unsubscribe confirmation

Gmail then kicks off a message to the Sender that this person must be removed from their list. Important to note: the unsubscribe must still be actioned by the Sender. Google is just passing along the message.

On the plus side

  • Gmail is finally offering a feedback loop which is positive for marketers. Mail senders will need to subscribe in order to participate and maintain a good Sender reputation: spammers and new senders will not have the link shown.
  • This should reduce the instances of legitimate mails being unfairly marked as spam as consumers no longer have to use the spam-complaint button as a lazy way to unsubscribe.
  • Google has recognized that this is NOT a spam offensive move, as sending an unsubscribe to a spammer is a bad idea. Instead this is to enable easier unsubscribe from legitimate commercial emails that are no longer relevant.

What do you think of this innovation? Where do you currently place your unsubscribe link on your emails? Let us know!

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