Email Marketing RulesGmail’s Native Unsubscribe Link: The Upside and Downside
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…
>> Read the entire post on ExactTarget.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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