Gmail’s Big Flex On Prompted Unsubscribes

Hey, looks like I’m extremely late to the party. After I published this, a far more astute observer pointed out in EmailGeeks that the change was announced as a part of the larger update that Gmail rolled out in April – of 2018!

For some years now, Gmail has offered a prompted unsubscribe feature based on the presence and method of the List-unsubscribe header, and on sender reputation. The prompt would appear in the chrome of the client interface above an individual marketing message.

Reactions from senders were mixed when it was first rolled out. On the plus side, it arguably pre-empts some portion of spam complaints that might be more accurately characterized as malformed unsubscribe requests. On the minus side, senders generally prefer larger lists, even where significant chunks of them are inflated with unengaged recipients.

For the first time yesterday, I observed that Gmail has taken the functionality and made it much more robust. I’ve highlighted a pair of very interesting changes in the mobile screenshot below: Continue reading

“How Much Marketing Content Can I Put in my Transactional Mail?”

With the holiday mailing season nearly upon us, senders are thinking hard about ways to maximize their marketing touches – and not solely through raw increases in total volume. I fielded this question recently from an anxious customer, and it struck me that others may be posing a similar question to their own deliverability folk, or to the empty air if they don’t know any: Continue reading

Pop Quiz, Poindexter: How does an ISP make money on a free inbox?

This is an excerpt from I podcast I did with Gurbir, PJ, and the awesome team at Braze. Wanna hear the whole thang? Be my guest!

Can Apple ID SSO Impact Your Deliverability?

IN A WORD: Maybe.

It’s important to bear in mind that Apple SSO (and other similar offerings from Google and Facebook) are credential management systems, full stop. They are really not intended to be used as an e-mail subscription mechanism, so when they ARE used in that way by senders, problems can arise. Continue reading

And then this happens.

p7m3x5s

TED: This Is What Happens When You Reply to Spam

Loyalty Rewards