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Can the blue list header unsubscribe in Gmail be changed back to grey?

9 Marketer opinions2 Expert opinions3 Technical articles5 Resources

Summary

Multiple sources, including official documentation from Google, Litmus, and Microsoft, as well as opinions from email marketing experts and community forums, consistently confirm that the appearance of the list-unsubscribe header in Gmail (including the color of the button) is controlled by Gmail and cannot be customized by the sender. Focus should instead be placed on optimizing the unsubscribe link within the email body and ensuring CAN-SPAM compliance.

Key findings

  • No Customization Allowed: Email senders have no control over the styling or appearance of the Gmail list-unsubscribe button.
  • Gmail's Interface Rules: The appearance of the unsubscribe button is governed by Gmail's UI guidelines and interface settings.
  • Email Body Unsubscribe is Key: Focus efforts on making the unsubscribe link in the email body clear, easily accessible, and functional.
  • Compliance Matters: Ensure compliance with CAN-SPAM and other email marketing regulations, particularly regarding unsubscribe options.

Key considerations

  • Prioritize UX: Ensure the unsubscribe process within the email body offers a positive and seamless user experience.
  • Stay Informed: Keep up to date with any changes to Gmail's interface or email handling practices.
  • Avoid Wasting Resources: Avoid expending resources attempting to customize elements that are explicitly controlled by the email provider.

What email marketers say
9Marketer opinions

The consensus across various email marketing experts and platforms is that the appearance of the list-unsubscribe header in Gmail, specifically the color of the button, cannot be changed or controlled by the email sender. Gmail dynamically styles this button based on its own UI guidelines and user settings. Therefore, senders should focus on optimizing the email body's unsubscribe link and ensuring CAN-SPAM compliance.

Key opinions

  • No control over Gmail button: Email senders cannot change the color or styling of the Gmail list-unsubscribe button.
  • Gmail's dynamic styling: Gmail dynamically styles the unsubscribe button, often through client-side tests and UI updates.
  • Focus on email body unsubscribe: Since the header unsubscribe is unchangeable, focus on making the unsubscribe link in the email body clear and accessible.
  • CAN-SPAM compliance: Ensure all emails comply with CAN-SPAM regulations by including a visible unsubscribe option within the email body.

Key considerations

  • Prioritize user experience: Ensure the unsubscribe process within the email body is straightforward and user-friendly.
  • Monitor Gmail updates: Stay informed about Gmail's UI updates as the appearance of elements may change without notice.
  • Test across email clients: Test emails across multiple email clients to ensure consistent presentation and functionality of unsubscribe options.
Marketer view

Email marketer from Reddit states that Gmail dynamically styles the unsubscribe button and senders have no control over its appearance. Changes are often client-side tests by Google.

October 2023 - Reddit
Marketer view

Email marketer from EmailGeeks forum explains that email providers such as gmail have control over how that button looks, and therefore you cant make any changes to the styling yourself.

December 2023 - EmailGeeks forum
Marketer view

Marketer from Email Geeks states there is no way to change the Gmail list header unsubscribe color back to grey.

April 2021 - Email Geeks
Marketer view

Email marketer from Quora asserts that the appearance of elements such as the Gmail unsubscribe button is governed by Gmail's UI guidelines and cannot be modified by email senders.

October 2022 - Quora
Marketer view

Marketer from Email Geeks explains that info.adobe.com does not have a BIMI record.

June 2023 - Email Geeks
Marketer view

Email marketer from StackOverflow notes that Gmail's list-unsubscribe button is rendered by Gmail and isn't styleable by the email sender. The color and style are entirely controlled by Gmail’s design system.

May 2021 - StackOverflow
Marketer view

Email marketer from Mailjet suggests focusing on optimizing the email body and footer unsubscribe links for better user experience, since Gmail controls the appearance of the header unsubscribe link.

January 2024 - Mailjet
Marketer view

Email marketer from Email On Acid explains that you cannot directly change the color of Gmail's unsubscribe button as it's controlled by Gmail. They suggest focusing on making the regular unsubscribe link in your email footer very clear and easy to find as an alternative.

June 2024 - Email On Acid
Marketer view

Email marketer from Sendinblue recommends ensuring CAN-SPAM compliance with a clearly visible unsubscribe link in the email body, given Gmail's control over the header unsubscribe appearance.

April 2023 - Sendinblue

What the experts say
2Expert opinions

Experts from Word to the Wise and Spam Resource agree that the Gmail list-unsubscribe link is not customizable by the sender. Gmail controls the appearance and it is best practice not to attempt to alter it.

Key opinions

  • No Customization: The Gmail unsubscribe link cannot be styled or customized by the email sender.
  • Gmail Control: Gmail solely determines the appearance of its unsubscribe link.
  • Best Practice: It is recommended to adhere to the standard appearance of the Gmail unsubscribe link.

Key considerations

  • Focus on Compliance: Ensure compliance with email regulations rather than trying to alter the Gmail unsubscribe link.
  • User Expectations: Users are familiar with the standard Gmail unsubscribe link, so avoid changing it to prevent confusion.
Expert view

Expert from Word to the Wise, Laura Atkins, explains that the Gmail-provided unsubscribe link is not customizable by the sender and is entirely controlled by Gmail's interface and settings.

October 2022 - Word to the Wise
Expert view

Expert from Spam Resource confirms that the list-unsubscribe options presented by Gmail (and other providers) are not stylable by senders and it is best practice to not try to make them look different than standard.

May 2022 - Spam Resource

What the documentation says
3Technical articles

Official documentation from Google, Litmus, and Microsoft confirms that the appearance of the list-unsubscribe header in Gmail is controlled by Gmail itself and cannot be customized by the email sender.

Key findings

  • Gmail Control: Gmail manages the appearance of the list-unsubscribe header.
  • No Sender Customization: Email senders cannot customize the color or appearance of the Gmail unsubscribe link.
  • Automatic Insertion: Gmail automatically inserts the unsubscribe link.

Key considerations

  • Focus on Functionality: Prioritize a functional unsubscribe process rather than attempting to control appearance.
  • Stay Updated: Be aware that Gmail's interface and features may change.
Technical article

Documentation from Google Support explains that the appearance of the list-unsubscribe header in Gmail is controlled by Gmail's interface and user settings, not by the sender. There are no options for the sender to customize the color or appearance of this header.

May 2022 - Google Support
Technical article

Documentation from Litmus confirms that Gmail automatically inserts an unsubscribe link at the top of emails and that senders cannot control the appearance of this link. The appearance can change based on Gmail updates and user interface testing.

May 2021 - Litmus
Technical article

Documentation from Microsoft specifies that while certain email clients allow some customization of headers, the list-unsubscribe header is managed by the email client (like Gmail) and is not generally customizable by the sender.

December 2021 - Microsoft

Related resources
5Resources

No you cannot unsubscribe. They just made the text blue. It doesn't ...
No you cannot unsubscribe. They just made the text blue. It doesn't ...

Posted by u/stardust54321 - 4,297 votes and 73 comments

Reddit
List-Unsubscribe Header: What It Is and How to Implement it in GMass
List-Unsubscribe Header: What It Is and How to Implement it in GMass

Understand the list-unsubscribe header, who should use it to add easier unsubscribe links in email clients, and how to enable it in GMass.

GMass Blog
Gmail's Automated Unsubscribe: What Is It & How It Impacts ...
Gmail's Automated Unsubscribe: What Is It & How It Impacts ...

Learn about Gmail's automated email unsubscribe feature, how it works, its impact on email marketing campaigns, and how to avoid mass email unsubscribes.

Mailjet
Prepare for 2024 Changes for Email Senders · Nebula Consulting
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If you are a Marketing Cloud user and you are concerned about how Google's changes for email senders might affect you, you’re not alone!

Nebula Consulting
The Email Marketers Guide to Using List-Unsubscribe - Litmus
The Email Marketers Guide to Using List-Unsubscribe - Litmus

Learn why list-unsubscribe can reduce the odds your messages will generate spam complaints, which email clients support it, how to set it up and how it works.

Litmus

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