Gmail’s Native Unsubscribe Link: The Upside and Downside

Gmail's native unsubscribe link in action

Gmail is making email marketers sweat again. In the last year alone, the debut of Tabs caused all-out panic, image caching set new open rate baselines, and grid view led to rendering concerns. Now Gmail is following up with a partial rollout of a highly visible native unsubscribe link in March with a full rollout, which they announced yesterday.

Now any sender including the list-unsubscribe header in their emails will have Gmail’s native unsubscribe link show up next to their “from” name when an email is opened. Previously the only senders who benefited from this functionality were those brands with stellar reputations—which were the ones who needed it the least.

Let’s look at the pros and cons of…

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