The latest post on ‘Experian Marketing Forward’ Blog is titled “Gmail unsubscribe tool: Good news for customers and email marketers”.

Spencer Kollas says, “Last week Google announced the release of a new feature that will enable recipients of promotional email to more easily unsubscribe from mailing lists. Essentially, when a bulk sender adds a list unsubscribe header in its messages, an unsubscribe link will be displayed at the top of the email in the header section.

This change is important for all marketers as it will assist both senders and customers in the long run.

From the customer standpoint, it will potentially make the unsubscribe link easier to find and will reduce frustration when customers no longer wish to continue to receive messages from a particular brand. Additionally from the marketer’s standpoint, this change could reduce the number of messages that are marked as SPAM, which have an overall negative impact on a senders’ reputation; while unsubscribes do not“.

Gmail unsubscribe tool: Good news for customers and email marketers

‘Experian Marketing Forward’ Blog