Why are my emails going to the promotions tab in Gmail? - Knowledge Base

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

9 marketer 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.

3 Oct 2021 - 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.

15 Jun 2023 - EmailGeeks forum

What the experts say

2 expert 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.

6 Sep 2023 - 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.

6 Aug 2024 - Spam Resource

What the documentation says

3 technical 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.

14 Feb 2023 - 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.

4 Jul 2023 - Litmus