Any email marketer worth their salt will know the importance of making unsubscribing as easy to find as possible.
It might sound counter-intuitive, but ensuring people can leave your list just as quickly as they joined it is not just an exercise in being a good human being – it will also have hugely positive effects on your email marketing efforts. No one wants subscriber lists full of addresses which don’t want to be present; your reputation can be quickly tarnished as a result.
Typically, the pre-header of an email is recommended as the first place to put an unsubscribe link. However, a recent announcement by email-innovators Gmail removes the pressure from senders a little. Last week, the webmail giant announced plans to introduce a clearly-marked ‘Unsubscribe’ link in the header field of all messages it deems to be promotional. Users of Gmail do not need to take action in order for the new link to appear – it will happen automatically.
By clicking the link, the recipient can opt out of future mailings from the sender quickly and without having to leave Gmail.
Gmail’s reason for implementing the new unsubscribe link are entirely admirable. As Vijay Eranti, Google’s head of anti-abuse, points out: “We want to empower users with an easy way to control what they want to receive.” Eranti goes on to explain that his team understands people simply want to find the unsubscribe link quickly and the inability to do so often unfairly results in the sender being marked as spam.
The new feature is currently in beta testing, but expect to see it rolled out en masse relatively soon.