Gmail adds easy unsubscribe button to stem the tide of promotional email

Gmail's new unsubscribe option.

Above: Gmail's new unsubscribe option.

Image Credit: Illustration: Eric Blattberg / VentureBeat
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Unsubscribing from mailing lists just got a lot simpler for Gmail users.

Google’s Gmail team is rolling out a one-click “unsubscribe” link that appears in the header of some promotional emails. The prominent unsubscribe option, which shows up right next to the name and email address of the sender, will prevent people from having to search through the fine-print at the bottom of an email for a minimized unsubscribe link.

When you click the unsubscribe button, you don’t need to go through marketers’ standard unsubscribe options. Instead, Google will send an automated email to a company requesting it excludes you from future messages.

Companies looking to grow their business via email won’t be thrilled about the new Gmail feature, but there is a silver lining for marketers: Now that it’s easier to unsubscribe from mailing lists, fewer people will mark unwanted promotions as spam.

IDG first reported the news last week after Google announced the tool at the Messaging, Malware and Mobile Anti-Abuse Working Group conference. Millions of Gmail users (including this reporter) are seeing the button for the first time today. Google will continue rolling out the tool to Gmail users over the course of the week.


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