Can the blue list header unsubscribe in Gmail be changed back to grey?
Matthew Whittaker
Co-founder & CTO, Suped
Published 13 Jun 2025
Updated 17 Aug 2025
6 min read
The appearance of the list header unsubscribe link in Gmail has recently shifted from a subtle grey to a more prominent blue. This visual change has prompted questions from senders, particularly whether this can be reverted. The direct answer is no. This shift is an intentional update by Google as part of its broader initiative to enhance user experience and email security. It is a user interface decision made by Google and is not something email senders can control through their email headers or configuration.
This article explores the reasons behind this change, its implications for email deliverability, and what email senders should focus on instead of attempting to revert the color. Understanding Gmail's evolving requirements is crucial for maintaining a healthy sender reputation and ensuring your messages reach the inbox reliably.
The intentional shift to blue
The move from a grey to a blue unsubscribe link is directly tied to the new email sender requirements introduced by Google and Yahoo in early 2024. These requirements mandate that bulk senders implement a one-click unsubscribe mechanism via the List-Unsubscribe header in their emails. The visual change in Gmail's interface serves to make this important feature more visible and accessible to recipients.
Previously, the unsubscribe option might have been less noticeable or even hidden within a dropdown menu, leading to frustration for users wanting to opt-out. By making the link boldly blue, Gmail is actively encouraging recipients to use this method rather than marking emails as spam. This is a positive development for legitimate senders, as fewer spam complaints can significantly improve email deliverability and sender reputation.
The change reflects a push towards a standardized, user-friendly unsubscribe experience across all email providers. It aligns with the RFC 8058 standard, which specifies how a one-click unsubscribe should function. Email senders who properly implement the List-Unsubscribe header will benefit from this increased visibility and the reduced likelihood of their emails being flagged as spam. This is a critical factor for email deliverability issues, where emails often go to spam due to poor sender reputation.
Key best practices for list-unsubscribe
Implement both: Ensure your email includes both a mailto: and an http(s): unsubscribe List-Unsubscribe header.
Enable one-click: The HTTP(S) URL should facilitate a one-click unsubscribe process per RFC 8058, meaning no confirmation page is needed.
Honor requests: Unsubscribe requests must be processed within two business days, as per Google's and Yahoo'snew requirements for senders.
Understanding the list-unsubscribe header
The List-Unsubscribe header is a technical instruction embedded in your email's metadata. It provides email clients like Gmail with a standardized way to offer an unsubscribe option to recipients without them having to search for a link within the email body. This header can contain two types of values: a mailto: address or an http(s): URL. Google and Yahoo now strongly favor the http(s): URL, especially for one-click functionality.
When Gmail detects a valid List-Unsubscribe header (particularly one that supports one-click unsubscribe), it displays the prominent blue unsubscribe button or link in the email header. This is an automated feature of the email client, not something controlled by the sender's CSS or HTML within the email body. The color itself is part of Gmail's user interface, designed for optimal user experience.
It's important to differentiate between the visual display in the email client and the underlying email headers. While senders configure the headers, the rendering of those headers into a clickable element with a specific color is entirely up to the email service provider. This is why you cannot change the blue header back to grey, as it's a decision made by Google (and other providers that have adopted similar visual cues).
Old unsubscribe experience
Appearance: Often grey, small, or hidden in a dropdown.
Process: Could require multiple steps, like clicking a link and then confirming on a web page, leading to a poorer user experience.
Sender impact: Users might mark emails as spam out of frustration if unsubscribe was unclear or difficult.
New unsubscribe experience (blue header)
Appearance: Prominently displayed in blue, making it highly visible and easy to find within the Gmail interface.
Process: Designed for one-click unsubscribe, instantly opting out the recipient with a single action, enhancing user satisfaction.
Sender impact: Reduces spam complaints, which is critical for maintaining good sender reputation and avoiding email blocklisting (or blacklisting).
Implications for email deliverability
While you cannot change the color of the Gmail unsubscribe header, this change actually presents a significant opportunity for email senders. By making unsubscribing easier and more prominent, Google is helping to reduce the number of spam complaints, which are highly detrimental to sender reputation and overall email deliverability. A high complaint rate can lead to your emails being directed to the spam folder, or even result in your domain or IP being added to a blocklist (blacklist).
For email marketers and deliverability professionals, the focus should shift from cosmetic changes to ensuring full compliance with Google's and Yahoo'smandatory List-Unsubscribe requirements. This includes proper email authentication (SPF, DKIM, DMARC) and maintaining low spam complaint rates. Non-compliance can lead to severe deliverability issues, where emails may not even reach the inbox. We have observed List-Unsubscribe requests from Gmail increasing recently, underlining the importance of this feature.
Embracing the blue unsubscribe link means embracing a better experience for your subscribers, which ultimately benefits your sender reputation. If users can easily opt-out, they are less likely to mark your emails as spam, which keeps your domain off dreaded blocklists (blacklists) and improves your chances of hitting the inbox. This proactive approach to managing your sender reputation is far more impactful than any aesthetic preference for a grey link.
Requirement
Google compliance
Yahoo compliance
One-click unsubscribe
Required (RFC 8058, HTTP POST)
Required (RFC 8058, HTTP POST)
List-Unsubscribe header
Mandatory for bulk senders
Mandatory for bulk senders
Processing time
Within 2 days
Within 2 days
The enforcement of these requirements ensures a better email ecosystem for everyone. Senders who adapt and prioritize a positive user experience, including an easy unsubscribe process, will see better inbox placement and improved engagement rates.
Views from the trenches
Best practices
Ensure your List-Unsubscribe header includes both mailto and HTTPS URL options for broader compatibility and compliance.
Test your one-click unsubscribe flow thoroughly to confirm it works instantly without additional user steps.
Monitor your unsubscribe rates and spam complaints regularly using Postmaster Tools or similar analytics.
Communicate clearly with stakeholders that changes to client UI, like link colors, are controlled by the inbox provider.
Common pitfalls
Believing you can control the visual styling of unsubscribe links within email clients like Gmail, leading to wasted effort.
Implementing a List-Unsubscribe header that requires multiple clicks or confirmation steps, failing new one-click requirements.
Not processing unsubscribe requests within the mandated two business days, which can negatively impact sender reputation.
Ignoring the List-Unsubscribe header entirely, risking emails being flagged as spam or outright rejected by major providers.
Expert tips
The visual change to the blue unsubscribe link in Gmail is a strong signal of Google's commitment to user control.
Prioritize strict adherence to email authentication standards alongside List-Unsubscribe for optimal deliverability.
View prominent unsubscribe options as a tool to improve list hygiene and reduce spam complaints, not as a deterrent.
Educate your team that adapting to these platform-driven UI changes is essential for long-term email program health.
Marketer view
Marketer from Email Geeks says the blue list header unsubscribe in Gmail cannot be changed back to grey, as it is an unchangeable part of Google's new deliverability updates.
2023-12-12 - Email Geeks
Expert view
Expert from Email Geeks says Google Workspace has updated the link style for list-unsubscribe headers, indicating a wider rollout.
2023-12-07 - Email Geeks
Adapting to the new unsubscribe standard
The blue list header unsubscribe in Gmail is a fixed user interface element controlled by Google, and it cannot be changed back to grey by email senders. This prominent blue link is part of a broader effort by Google and Yahoo to enforce one-click unsubscribe functionality and improve the overall email experience for users.
Instead of focusing on cosmetic changes to the unsubscribe link, email senders should prioritize full compliance with the new sender requirements. By properly implementing the List-Unsubscribe header and ensuring a seamless one-click unsubscribe process, you can enhance your sender reputation, reduce spam complaints, and ultimately achieve better email deliverability for your campaigns.
Gmail has recently shifted from a subtle grey to a more prominent blue. This visual change has prompted questions from senders, particularly whether this can be reverted. The direct answer is no. This shift is an intentional update by Google as part of its broader initiative to enhance user experience and email security. It is a user interface decision made by Google and is not something email senders can control through their email headers or configuration.
