Why does the Gmail unsubscribe link sometimes appear and sometimes not?

Email marketer from Email Geeks suggests that the unsubscribe button may not appear if the user has previously used it for that sender.

Email marketer from StackExchange mentions that the Gmail unsubscribe link depends on many factors, including authentication, reputation, whether the user has unsubscribed before and the overall content of the email.

Email marketer from SendPulse suggests that Gmail's unsubscribe link visibility depends on the sender's authentication (SPF, DKIM, DMARC) and reputation. If authentication is missing or the sender has a low reputation, Gmail may not display the link.

Email marketer from Gmass details the importance of IP warming. Newly created IP addresses for sending will be required to "warm up" before the unubscribe button is shown, and this shows Gmail that you're a legitimate sender.

Email marketer from Email Marketing Forum states that it is related to the senders IP address. If a senders IP address is new or has recently changed Gmail requires a period of time for it to mature before the unsubcribe button shows.

Email marketer from Email Geeks shares a similar experience with a Google Business/Work suite account where the unsubscribe button is not consistently visible, even with a "High" reputation according to Google Postmaster. They speculate that Google might recognize the account as belonging to the brand.

Email marketer from EmailOnAcid shares that the absence of a Gmail unsubscribe link is not a sign of low reputation, but that it could be related to whether the message is sent to a "real" address or one used for testing.

Email marketer from EmailGeek shares that the presence of Gmail's unsubscribe link can vary based on how Gmail perceives the sender. Factors include sender reputation, email content, and recipient engagement. Higher engagement (opens, clicks) may lead to the link being less prominent.

Email marketer from Reddit says that the Gmail unsubscribe link depends on volume, reputation and authentication. Smaller volumes of email from a new sender with no authentication will likely not get the unsubscribe link added.

Email marketer from Neil Patel Digital explains that Gmail's unsubscribe link visibility depends on factors like sender reputation, authentication (SPF, DKIM, DMARC), and spam complaints. If a sender has a low reputation or fails authentication checks, Gmail is less likely to display the unsubscribe link.

Email marketer from Email Geeks notes the unsubscribe button appearing on their G-suite account, attributing it to a gradual rollout or testing by Google.

Email marketer from Email Geeks shares that their testing indicates the List-Unsubscribe button appears after multiple emails are delivered to the same recipient, suggesting sender reputation and familiarity play a role.

Expert from Email Geeks suggests that Google shows the unsubscribe link based on the sender's reputation. A decent reputation may be a requirement for the link to appear, possibly on a per-recipient basis. Mentions that other factors might also influence this behavior.

Expert from Word to the Wise explains that deliverability is the biggest thing that impacts the Gmail unsubscribe link's apperance. Laura mentions that if Gmail isn't sure you're legit it may not show that link.

Expert from Email Geeks suggests the presence or absence of the "Unsubscribe" button may be part of Google's testing and not always a reliable indicator.

Expert from Word to the Wise explains that Google hides the unsubscribe links for senders who do not authenticate fully. This is because they are trying to ensure people only see the ones that meet Google's standards.

Documentation from Litmus details the importance of List-Unsubscribe Headers. A well formed header is more likely to trigger Gmail to show the unsubscribe button, while one without a header will never show the button.

Documentation from Google Support explains that Gmail automatically displays an unsubscribe link for messages that meet certain criteria, including proper list-unsubscribe headers and sender reputation. The absence of the link may indicate issues with these factors.

Documentation from RFC 2369 outlines the standards for including list-unsubscribe headers in emails. Correct implementation of these headers is crucial for Gmail to display the unsubscribe link.

Documentation from DMARC.org explains how DMARC authentication helps build sender reputation, which in turn influences Gmail's display of the unsubscribe link. Senders with valid DMARC records are more likely to have the link displayed.