| New from Google: List-Unsubscribe |
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| Blog | |
| Written by Shanel Choi | |
| Friday, 04 September 2009 | |
 Google’s Gmail has recently launched the List-Unsubscribe feature for commercial emails. This function allows an email recipient to unsubscribe from a mailing list through the email platform itself. It creates an alternative opt-out avenue for the recipient. The list-unsubscribe option is clearly located in the header of the email which is helpful for impatient recipients unwilling to search for the unsubscribe link within the message.
 This feature is also beneficial for marketers who suffer from recipients who simply hit the spam button as a means to opt out of a mailing list. It provides a distinction between spam and truly unwanted messages, and is simply a method to opt out at the email platform level. You can compare the relationship between spam complaint data and join date to analyze what percentage of your subscribers are using the spam button to opt out of a campaign/list. For example, if you see that a subscriber is hitting the spam button one year after they joined your list, it is likely that they are just trying to opt out. The list-unsubscribe provides an option for your subscriber to be removed from a list without negatively affecting your sender reputation. A few things to note: Gmail requires that your emails are DKIM authenticated, include special header information, and have a “good” sender reputation in order to utilize this function. Hotmail similarly allows only reputable senders to enable the list-unsubscribe function. Work with your deliverability team to see how you can qualify to have this function enabled. For more information on Google’s unsubscribe functionality please see:
### About the AuthorShanel Choi is an account manager at Lyris, working with clients to improve their online marketing initiatives and programs. She provides clients with strategic and best practices knowledge to help them meet their e-marketing goals. Related Resources:
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The only problem I have found with this feature is that when companies/organisations don't actually send to your email address but to an email list such as " This e-mail address is being protected from spam bots, you need JavaScript enabled to view it " that then forwards to you.
This poorly setup email marketing behavior makes it very difficult for your members to unsubscribe as they dont often know which email address is being sent the messages.
The other problem is when you are sending to lists and not individual subscribers that it fails to work with Gmail unsubscribe.
Hiding behind email lists is not best practice and can make it very difficult for users to unsubscribe which can potentially damage your brand.
So I look forward to more organisations being added to this Gmail unsubscribe as it helps consumers and email marketers.
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