Earlier this month Gmail rolled out a new “unsubscribe button” feature for users, in order to allow users of the email service to easily and quickly unsubscribe from marketing email lists right from the address line. This certainly spells doom for marketing and business email effectiveness, doesn’t it?
Perhaps not, actually. This article from Direct Marketing News, “Gmail’s Unsubscribe Button Unlikely to Affect Marketers” makes it clear that the button is not something marketers need to worry about. The new feature automatically detects an unsubscribe link within an email and places a button at the top of the email in the address bar.
The functionality is exactly the same as the link in the email, but now subscribers don’t need to search around for a tiny link within the entire email.