To make it easier for users to unsubscribe, Gmail moved the Unsubscribe button to the chat view on mobile devices (first on Android, soon on iOS) and made it more visible. The button is now available on inbox hover, as well as other actions like archiving and deleting.
Previously, the “Report Spam and Unsubscribe” button was doing double duty. However, Google is now separating these features into separate buttons to prevent users from accidentally marking legitimate emails as spam.
Starting in February 2024, Google will also require one-click unsubscribe from bulk senders, defined as people who send more than 5,000 emails per day to their Gmail address. This involves placing a highly visible unsubscribe link in the email and handling unsubscribe requests promptly within two days.
Google is also introducing stricter authentication requirements for mail senders. Senders need to authenticate emails using DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework) to make the From address less susceptible to spoofing or impersonation. You also need to use DMARC (Domain-Based Message Authentication, Reporting and Compliance) to ensure emails comply with authentication standards.
Finally, Google sets a clear spam threshold of 0.3% for bulk senders, measured in Gmail Postmaster Tools. Senders who exceed this threshold will face consequences, including reduced delivery of their emails to Gmail users.
Source: Ferra
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