Why do I still receive emails after unsubscribing through Gmail's unsubscribe button?
Michael Ko
Co-founder & CEO, Suped
Published 22 May 2025
Updated 17 Aug 2025
8 min read
It's a common and frustrating experience: you click the Gmail unsubscribe button, expect to never hear from that sender again, and yet, the emails keep coming. You might wonder if the button even works or if your request is simply being ignored. This situation can be particularly annoying when you're trying to declutter your inbox or stop unwanted promotional messages.
The Gmail unsubscribe button is a convenient feature that utilizes the List-Unsubscribe header in emails. This header provides a standardized way for email clients to offer an unsubscribe option directly within the interface. While it's designed to make unsubscribing easier for users, several factors can lead to continued email delivery even after you’ve clicked it.
Reasons for continued emails
One of the most common reasons for continued emails is the processing time. Under regulations like the CAN-SPAM Act in the U.S., senders generally have up to 10 business days to process an unsubscribe request. This means you might still receive emails for a short period after unsubscribing, which can be confusing and frustrating. It’s not an instant switch, and some companies take the full allotted time.
Another factor is whether you're subscribed to multiple lists from the same sender or organization. Clicking the Gmail unsubscribe button usually targets the specific mailing list associated with that email. If a company has separate newsletters, promotional lists, or transactional email streams, you might only be unsubscribing from one of them. This is a common reason for continued emails, as the sender may not interpret a single unsubscribe as a blanket opt-out from all communications. I've heard this issue from other marketers. Learn more about why companies ignore email opt-out requests.
Sometimes, the issue is on the sender's side. Incorrect implementation of the List-Unsubscribe header can prevent unsubscribe requests from being processed correctly. This can happen if the link provided in the header is broken, misconfigured, or if the back-end system that handles unsubscribes isn't properly integrated. In these cases, even though Gmail signals a successful unsubscribe, the sender's system doesn't register it. You might even see a You've been unsubscribed message in Gmail, but the emails still arrive.
In some rare cases, malicious senders might use the unsubscribe button as a way to verify active email addresses. Clicking any unsubscribe link, whether in the header or footer, confirms to the sender that your email address is valid and actively monitored. If the sender is a spambot or a nefarious entity, this confirmation can sometimes lead to an increase in unwanted emails, or even result in your address being sold to other spammers. You can read more about why you might keep receiving emails after unsubscribing.
Understanding Gmail's unsubscribe feature
The Gmail unsubscribe button simplifies the process for users by automatically detecting the List-Unsubscribe header in incoming emails. This header typically contains a mailto URL (for email-based unsubscribe) or an HTTP URL (for web-based unsubscribe). When you click the Gmail button, it triggers the action specified in this header. If the header is configured with a mailto link, Gmail sends an email to the specified address requesting removal from the list. If it’s an HTTP URL, it often performs a one-click unsubscribe via a POST request, as discussed in RFC 8058.
For email marketers, correctly implementing the List-Unsubscribe header is crucial for maintaining good sender reputation and avoiding blacklists (or blocklists). When users resort to marking emails as spam because the unsubscribe process is difficult or ineffective, it negatively impacts the sender’s reputation. Gmail and Yahoo have emphasized the importance of easy unsubscribes in their new sender requirements for 2024, requiring one-click unsubscribe for bulk senders. If you are a sender, you can find a guide to how Gmail's one-click unsubscribe works.
Correct implementation
Senders should include a clear and functional List-Unsubscribe header in their emails, preferably with both mailto and http methods, following RFC 2369 and RFC 8058. The system processing these requests should be robust and timely.
Timely processing
Although regulations allow up to 10 days, best practice dictates processing unsubscribe requests much faster, ideally within 24-48 hours. This improves user experience and minimizes spam complaints.
What to do if unsubscribing doesn't work
If you've clicked the Gmail unsubscribe button and are still receiving emails after a reasonable processing period (a few days), there are a few additional steps you can take.
Check the footer link: Most legitimate marketing emails also include a clear unsubscribe link in the footer. Sometimes, this link might lead to a preference center where you can manage all your subscriptions from that sender. This often works more reliably than the Gmail-generated button if the sender's List-Unsubscribe header is misconfigured.
Mark as spam: If you've tried unsubscribing through both the Gmail button and the footer link without success, marking the emails as spam is your next best option. This sends a direct signal to Gmail (and other mailbox providers) that these emails are unwanted. Consistent spam complaints for a sender can eventually lead to their emails being delivered straight to the spam folder or even being blocklisted entirely.
Block the sender: As a last resort, you can manually block the sender's email address in Gmail. This will send all future emails from that address directly to your spam folder, preventing them from cluttering your inbox. You can find out more on how to unsubscribe or block senders.
Check for variations: Some companies use different domains or email addresses for various types of communications. For example, marketing emails might come from info@example.com, while transactional emails come from support@example.com. Ensure you're unsubscribing from all relevant addresses or domains if you want to stop all communications.
Remember, the goal is to reduce unwanted mail, whether it's through a proper unsubscribe or by directing it away from your primary inbox. Persistently ignoring unsubscribe requests (or having broken systems) will inevitably lead to senders being flagged and impacting their ability to reach the inbox, potentially leading to their IPs or domains ending up on a email blocklist (or blacklist).
Sender reputation and compliance
For email senders, it's crucial to understand that failing to honor unsubscribe requests, whether from the Gmail button or a traditional footer link, can severely damage sender reputation. When recipients mark emails as spam, it sends a strong negative signal to mailbox providers, affecting future deliverability.
A high rate of spam complaints can lead to your emails consistently landing in the spam folder, or worse, your sending IP address or domain being added to a public or private blacklist. This makes it incredibly difficult to reach your legitimate subscribers. Investing in proper unsubscribe mechanisms is not just about compliance, but about protecting your long-term email program health and ensuring your messages continue to reach the inbox. You can find out more about how email blacklists work.
Positive reputation impact
Promptly honoring unsubscribe requests reduces spam complaints, which in turn improves your sender reputation. High engagement and low complaint rates are key indicators of a healthy sending practice.
Regaining control of your inbox
It can be incredibly frustrating when you've taken the step to unsubscribe from emails, especially via a prominent feature like Gmail's unsubscribe button, only to find the messages still arriving. While processing delays, multiple subscriptions, or technical errors on the sender's side are often the culprits, persistent unwanted emails can eventually lead to more drastic measures like marking as spam or blocking.
For senders, prioritizing accurate and timely unsubscribe processing is non-negotiable. It protects your sender reputation, reduces spam complaints, and ultimately ensures your legitimate emails reach your audience. For users, understanding why this happens empowers you to take the right steps to regain control of your inbox.
Views from the trenches
Best practices
Always include a visible, functional unsubscribe link in the email footer.
Ensure your List-Unsubscribe header is correctly implemented for one-click unsubscribes.
Process unsubscribe requests immediately, ideally within 24-48 hours, not the full 10 days.
Segment your mailing lists and allow users to manage preferences comprehensively.
Common pitfalls
Relying solely on the Gmail unsubscribe button without a robust backend process.
Failing to honor unsubscribe requests promptly, leading to increased spam complaints.
Not providing a clear and easy-to-find unsubscribe link in the email body.
Sending emails to users who have previously unsubscribed from any of your lists.
Expert tips
Monitor your spam complaint rates in Postmaster Tools to identify unsubscribe issues early.
Regularly test your unsubscribe links and processes to ensure they are working correctly.
Consider offering a preference center instead of a full unsubscribe for better user control.
Educate your team on the importance of unsubscribe compliance and its impact on deliverability.
Marketer view
Marketer from Email Geeks says they have noticed that they keep getting emails from a sender after clicking the Gmail-generated unsubscribe button. It seems like some ESPs might have added List-Unsubscribe headers to appear compliant, but they don't actually process the requests, while the footer links generally do work.
2024-09-10 - Email Geeks
Expert view
Expert from Email Geeks says many senders, including large brands, argue they have 10 days to process unsubscribes per CAN-SPAM, but a 2-day processing time is sufficient. Sending emails after someone has opted out will negatively affect sender reputation in the long run.
Gmail unsubscribe button, expect to never hear from that sender again, and yet, the emails keep coming. You might wonder if the button even works or if your request is simply being ignored. This situation can be particularly annoying when you're trying to declutter your inbox or stop unwanted promotional messages.
Yahoo have emphasized the importance of easy unsubscribes in their new sender requirements for 2024, requiring one-click unsubscribe for bulk senders. If you are a sender, you can find a guide to how Gmail's one-click unsubscribe works.
