Google recently has made announcements regarding two new additions to Gmail. The first is an ‘Easy Unsubscribing’ feature and the second is development of a new feedback program for ESPs. This has created a buzz among those senders who are continuously looking for new Gmail updates.
Gmail is not showing an ‘Easy Unsubscribe’ option in all the messages you receive. This is actually not new, rather an extension of the already existing ‘List Unsubscribe’ feature, which has been around for quite a while.
What is Different?
List Unsubscribe is provided in the header of an email and a link is embedded, which delivers the unsubscribe request to the sender from the email address of the user. Moreover this was a big development when it was launched because earlier Gmail had at no time offered a feedback loop as a method of removing unwanted recipients.
This development of ‘Easy Unsubscribe’ is not very different from the previous version, the major difference that users will see is the visibility of the link. To use ‘List Unsubscribe’ a series of action had to be performed by the user before the link was shown. The user had to click on the ‘Report Spam’ button (and perform some other actions) before the link was shown. However, this process was of great use to both senders and marketers as senders could elude a spam complaint by letting the receiver to unsubscribe.
How it works?
The new version of Easy Unsubscribe works in a different fashion. The link will be shown to all the users who has a good image with Google, which means that all users can now see the unsubscribe button. This will lead to a huge fall in the number of spam complaints, and elevation in the number of unsubscribes.
Now, talking about the second part of the Gmail announcement, Google shared that it will be taking applications for a new feedback loop program. This is the initial phase, which is only developed for ESPs to join, and not for individual senders or marketers. Earlier we had no way to know which receiver was complaining about the email and marketers possibly continued to send emails to those receivers who clearly did not want to receive it.