Unsubscribe via a link (http command) to a landing page or unsubscribe by email (mailto command). There are two types of unsubscribe method that can be included in the List-Unsubscribe header. In our YouTube email example above, clicking the unsubscribe link next to the sender showed a further dialog We expect it’s just a matter of time for this to happen for all senders that Gmail considers safe. In our tests the unsubscribe link is not currently showing up for all emails that have a List-Unsubscribe header. Check with your ESP if you’re not sure if you have them or not. The Gmail unsubscribe link is based on the information from the senders List-Unsubscribe header (defined in RFC 2369) that many email platforms are able to include in emails.
By making it prominent in the user interface it’s likely to get a lot more use. The ability to unsubscribe from emails did previously exist in within the Gmail UI, but was hidden behind a menu. Anything that prevents false classification of an email as spam has to be a good thing. As the number of users who report a sender as sending spam is one of the strongest signals the ISPs use to determine inbox placement. This should be good for legitimate senders. The expectation is that providing a method that is easy to use, trusted and consistent across different senders will encourage users to simply unsubscribe from brands they are no longer interested in and keep the spam button for true spam. Basically acknowledging that true spam and no longer desired previously opted-in brand emails often get the same treatment from users – the Gmail ‘Report Spam’ button.
Vijay Eranti, head of Google’s anti-abuse team is quoted saying “One of the biggest problems with the Gmail spam filter is identifying unwanted mail or soft spam”. But rather than as Gmail adding unsubscribe link, includes a link for to their clean-up functionality, that moves or deletes multiple emails from the sender.
also already adds a link next to the sender. (aka Hotmail) have also for some time been including an extra unsubscribe link, but right at the bottom of an opened email as shown in this example email The Unsubscribe link is shown in the header regardless of which Gmail tab the email landed in. Google are rolling out a Gmail interface change that puts an unsubscribe link directly next to the Senders details in the head of an email, making it much easier for users to unsubscribe ( post updated 28th February with unsubscribe by email information).
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