There has been a lot of chatter in the last few days about the rollout of an Unsubscribe button near the sender name in the Gmail inbox. The goal of this rollout, according to the Gmail team, is to reduce the frequency with which people are reporting spam because they can’t find the unsubscribe button. Overall, I think this will end up being a good thing – in the end, you’d rather have someone that is no longer interested in receiving your emails click the unsubscribe button than report you as spam.

By making this change, it will be easier for subscribers to take the action they ultimately want and by reducing the number of people reporting you as spam your overall reputation will improve. Or, as Al Iverson, a Deliverability Expert at ExactTarget, put it:

In case you haven’t seen it yet, here is what the change looks like:

What Google's unsubscribe button looks like

And here is what happens after you click:

What happens after you click Google's unsubscribe button

When using the Gmail app on my smartphone, the Unsubscribe button is not present. Look for that in future updates.

While we await the metrics to see what the ultimate impact of this new Unsubscribe button is, here are a couple of things to consider:

  • Ask your ESP partner if they are participating in Gmail’s new FeedBack Loop pilot program to ensure these unsubscribes are making it back to your list in a timely manner so you can stop sending to them.
  • If you haven’t already, this should be the impetus to start conversations within your organization around segmentation strategies. Consumers will unsubscribe themselves if they no longer find your content valuable – it’s your job to do what you can to make sure this doesn’t happen.


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