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:
- The prompt’s appearance is no longer constrained to the message at issue. In this case, the prompt appears bang at the top of the Primary tab in the mobile interface before I’ve begun interacting with any of the messages in my inbox.
- The prompt appears for messaging that I have not engaged in as little as one month. I think Gmail just dropped a big fat clue about the kind of engagement rates it takes to maintain a solid sending reputation there.
Senders are going to continue to either love or detest the prompted unsubscribe – this new, more muscular implementation is unlikely to make many from either camp cross the aisle. But if I were a sender this holiday season, I’d think I’d give some serious consideration to the one-month engagement window it exposes.