Summary
The consensus across experts, marketers, and documentation indicates that Gmail removes List-Unsubscribe headers from cold emails because Gmail is designed for personal, one-to-one communication and not bulk emailing. Cold emails, by nature, are unsolicited and often possess attributes of spam. Therefore, Gmail prioritizes user experience and actively filters out unwanted emails to prevent spam. Using Gmail for cold emailing can negatively impact sender reputation and deliverability, because of low engagement and spam reports. As a result, Gmail algorithms identify these as spam and remove the List-Unsubscribe header.
Key findings
- Gmail's Purpose: Gmail is intended for personal, solicited emails, not bulk cold outreach.
- Cold Emails as Spam: Cold emails are often viewed as spam due to their unsolicited nature.
- User Experience Priority: Gmail prioritizes user experience by actively filtering spam.
- Negative Deliverability: Using Gmail for cold outreach can negatively impact domain reputation and deliverability.
- Header Conflict: List-Unsubscribe headers are removed because they conflict with Gmail's anti-spam policies in the context of unsolicited emails.
Key considerations
- Use Dedicated ESP: Use a dedicated Email Service Provider (ESP) for cold outreach or bulk emails to ensure proper header handling.
- Focus on Personalization: Focus on personalized, valuable communication for better engagement.
- Authenticate Emails: Properly authenticate emails to improve deliverability and sender reputation.
- Avoid Gmail for Cold Outreach: Avoid using Gmail for cold outreach to protect domain reputation and deliverability.
- Solicit Consent: Obtain consent before sending emails to avoid being flagged as spam.
What email marketers say
10 marketer opinions
The consensus is that Gmail removes List-Unsubscribe headers from cold emails because Gmail is designed for personal, one-to-one communication, not bulk or unsolicited marketing. Gmail prioritizes user experience and spam prevention, and therefore may strip headers that indicate mass emailing or are deemed unnecessary for typical personal email exchanges. Using Gmail for cold emailing can negatively impact domain reputation, deliverability, and sender reputation because the low open rates and likelihood of being marked as spam trigger Gmail's algorithms. It's recommended to use a dedicated Email Service Provider (ESP) and focus on personalization for genuine outreach.
Key opinions
- Gmail Design: Gmail is designed for personal email, not bulk or cold outreach.
- User Experience: Gmail prioritizes user experience and actively combats spam.
- Header Removal: List-Unsubscribe headers may be removed as they signal mass emailing, a practice Gmail discourages.
- Negative Impact: Using Gmail for cold emails can harm domain and sender reputation.
- Spam Indicator: Low open rates and spam reports from cold emails trigger Gmail's spam filters.
Key considerations
- ESP Recommendation: Use a dedicated Email Service Provider (ESP) for cold outreach.
- Personalization: Focus on personalization and genuine, one-on-one conversations.
- Email Value: Ensure your emails are valuable and clearly identify yourself.
- Authentication: Properly authenticate your emails to improve deliverability.
- Sending Limits: Be mindful of Gmail's sending limits to avoid triggering spam filters.
Marketer view
Email marketer from Quora User mentions that Gmail's primary focus is on user experience and preventing spam. It explains that Gmail will strip headers that appear suspicious or indicate mass emailing practices. For genuine cold outreach, they recommend personalization and avoiding practices that trigger spam filters.
4 Jul 2022 - Quora
Marketer view
Email marketer from SendPulse Blog shares that Gmail isn't the best platform for cold emails and suggests using dedicated Email Service Providers (ESPs). Gmail could be removing list-unsubscribe headers since cold emails are not technically subscription based messages and are more akin to transactional emails. The blog suggests focusing on creating emails of value and clearly identifying who you are.
11 Apr 2025 - SendPulse Blog
What the experts say
4 expert opinions
The experts agree that Gmail removes List-Unsubscribe headers from cold emails because cold emailing is generally considered spam and Gmail is designed for solicited emails. Attempting to use List-Unsubscribe headers to bypass spam filters is viewed as illegitimate email marketing. Gmail's policy prioritizes user experience by filtering out unwanted emails. Sending unsolicited emails through Gmail is against best practices, and using a dedicated ESP for opted-in recipients is recommended.
Key opinions
- Cold Emailing = Spam: Cold emails inherently possess spam attributes.
- Gmail's Purpose: Gmail is designed for solicited email, not mass outreach.
- User Experience Focus: Gmail prioritizes a positive user experience and reduces spam.
- Header Conflict: List-Unsubscribe headers in cold emails conflict with Gmail's policies against spam.
Key considerations
- Avoid Gmail for Cold Outreach: Do not use Gmail for sending unsolicited cold emails.
- Use ESP for Opt-in: Employ a dedicated ESP for emails to recipients who have explicitly opted-in.
- Legitimate Email Practices: Focus on legitimate email marketing strategies instead of trying to bypass filters.
- Solicit Consent: Do not send emails to people unless they have explicitly consented to receive emails from you.
Expert view
Expert from Email Geeks explains that implementing `List-Unsubscribe` headers won't help avoid spam filters for cold emails sent via Gmail because the emails themselves have the attributes of spam. He further states that any cold reach emailing is considered spam and trying to evade filters is a step towards illegitimate email marketing.
27 Jul 2023 - Email Geeks
Expert view
Expert from Email Geeks shares that if recipients opted into the email, it shouldn't be sent through Gmail but rather from your own domain via an ESP. If they didn't opt-in, there's no reason to add them to marketing lists or make it easy to unsubscribe, as they shouldn't be receiving ongoing emails.
16 Feb 2023 - Email Geeks
What the documentation says
3 technical articles
Google's documentation suggests that Gmail's spam filters and bulk sending guidelines, while not explicitly stating header removal, imply that non-compliant emails (including cold emails) may face deliverability issues due to header manipulation. Gmail provides administrators with the flexibility to customize spam filter settings, which can result in header modifications based on characteristics often associated with spam. The RFC documentation defines List-Unsubscribe headers as a method for users to easily unsubscribe from mailing lists, implying that cold emails, which are technically not mailing lists, may have these headers removed as part of Gmail's anti-spam measures.
Key findings
- Bulk Sending Guidelines: Gmail has specific guidelines for bulk sending, encompassing cold emails.
- Implied Header Manipulation: Non-compliant emails may face deliverability issues potentially due to header manipulation.
- Customizable Spam Filters: Gmail's spam filters can be customized, affecting how emails are processed.
- RFC Definition: List-Unsubscribe headers are intended for mailing lists, not unsolicited emails.
Key considerations
- Adhere to Guidelines: Comply with Gmail's bulk sending guidelines, including authentication and list management.
- Understand Filters: Be aware of Gmail's spam filter criteria and their potential impact on emails.
- Appropriate Header Usage: Use List-Unsubscribe headers appropriately, considering their intended purpose.
Technical article
Documentation from RFC Editor about the `List-Unsubscribe` header is a method for users to easily unsubscribe from mailing lists. While this document doesn't address Gmail specifically, it's helpful to understand the original intent of the header. If Gmail detects this header in unsolicited emails, it may be removed as part of their anti-spam measures, as cold emails aren't technically "mailing lists."
27 Nov 2022 - RFC-Editor
Technical article
Documentation from Google Support explains that Gmail has specific guidelines for bulk sending, which technically includes cold emails. It mentions that senders need to adhere to authentication standards and manage recipient lists carefully. While it doesn't explicitly state that headers are removed, the guidelines imply that non-compliant emails may face deliverability issues, potentially due to header manipulation by Gmail's filters.
9 Feb 2025 - Google Support
