The big news last month was that Gmail added an unsubscribe link to its interface. What actually happened was that Google have made it easier for recipients to find the unsubscribe link and moved it next to the senders address in the header. It used to be slightly hidden in a drop down menu and as a result many people didn’t know it was there. The Gmail unsubscribe works by using the information in the senders List-Unsubscribe header which should be implemented by your ESP. It can be either an email address or a web page that allows the recipient to unsubscribe.
Google’s head of anti-abuse was quoted as saying, “One of the biggest problems with the Gmail spam filter is identifying unwanted mail or soft spam. Users are signing up for emails but then use the Spam button when they no longer want to receive these emails, sending the wrong signal to Google about that message in particular, and about that sender in general.” This is a problem faced by all marketers.
I have always advocated making your unsubscribe as visible and clear as any of your other calls to action. If someone no longer wants to receive your emails it is better that they unsubscribe than mark you email as spam. I always recommend putting an unsubscribe link in the pre-header and this is effectively just what Google have done.
Last month Google also announced they were going to pilot a spam complaint feedback loop (FBL). A feedback loop let’s senders get information on which subscribers are classifying their email as spam and take appropriate action. Unlike other major ISPs Gmail has never previously provided an FBL. Unfortunately it’s not all good news. It looks like the Gmail feedback loop is going to be more of an overview report showing the number of complaints and not the actual subscriber details. It is still in the early pilot stages so hopefully this may change in the future.
Without the big fanfare that marked its launch, Facebook has quietly shutdown its email service that gave everyone their own @facebook.com email address. The Facebook help page doesn’t actually talk about the email service being shutdown but they are just “updating” the way “facebook.com” addresses are used. Nice spin. Any emails sent to @facebook.com addresses are now forwarded to the Facebook users primary email address.
Facebook launched its email service back in November 2010 in hopes of providing one inbox where users could send and receive emails and messages. In 2012 they automatically changed everybody’s email address on Facebook to be their new @facebook.com address which people didn’t find amusing. I suspect that nobody was using the email service so they decided to try and force people into using it. Never a good idea.
In the war between Google and Facebook I think it is fair to say that Google has won the email battle without having to muster its troops. The social battle is still raging and Facebook are well entrenched and holding back the advancing Google but the eventual winner is anyone’s guess.