Gmail offering unsubscribe option

This morning Lifehacker reported that Gmail was offering an option to unsubscribe from some legitimate email lists.
Gmail’s help pages say:

We don’t think you should be burdened with managing messages you don’t want to receive. We do our best to put messages in Spam when we’re pretty sure you won’t want or need them. But everyone has different preferences about the mail they want to see. You may not want to read any messages sent by a certain company or mailing list, while another Gmail user finds these same messages to be valuable.
To help solve this problem, we’re providing you with an unsubscribe tool for some messages. You’ll see the unsubscribe tool when you mark a message from particular types of mailing lists as spam. If the particular message is a misuse of a mailing list you like to receive, you can Report spam as usual. But if you never want to receive another message or newsletter from that list again, click Unsubscribe instead. We’ll send a request to the sender that your email address be removed from the list. It’s that simple!

This prompted a number of us to start testing Gmail to see if we could identify what Gmail was using in order to present the unsubscribe message to the end user. Many thanks to the folks who tested various things and reported back the results.
Conditions where the unsubscribe option is presented include

  • The mail is authenticated
  • The sender has a good reputation
  • The email has a mailto: option in the List-Unsubscribe header
  • The recipients marks the message as spam

This is a small step along the path to an ISP mediated unsubscribe button. As of yet, I don’t know if other ISPs will adopt this model. As well, I expect senders will not like this implementation as the ‘unsubscribe’ option is only presented if they user has marked the message as spam.
On the other hand, this could simply be Gmail’s attempt to implement a feedback loop without the overhead involved in actually managing a feedback loop.

Related Posts

Cox FBL update

Delivery mailing lists have been a buzz this week trying to figure out what is going on with the Cox FBL. Someone tried to sign up for the FBL and received a message saying Cox was no longer accepting applications. They forwarded the rejection to some of the mailing lists asking if anyone else had seen a similar message. Panic ensued. Rumors and futile suggestions flew wildly. OK, maybe that’s a slight exaggeration, but there did seem to be more than a little consternation and confusion about what was going on.
Everyone can stop panicking now.
Yes, Cox did stop accepting new applications for their FBL. They were swamped and overwhelmed with applications and had quite a significant backlog. One of my clients got caught in this backlog. I applied for them back in mid-October and they were just approved last week.
In order to solve the backlog problem, they shut down new applications. They will be working through the current applications and when they’ve approved all the current ones, they will start accepting new ones. I expect that it may be a couple months before they’re accepting applications again.
No need to panic. No need to email lots of people at Cox. No need to contact their FBL provider. Remain calm.
If you were lucky enough to get an application in, they will be getting to it as soon as possible. You will receive an email when you are approved.
If you have already been approved, there will be no interruption in your FBL. You will continue to receive reports during the signup hiatus.

Read More

Google Apps – where's my abuse@

Most ISP feedback loops require you to demonstrate that you’re really responsible for your domain before they’ll start forwarding reports to you. The usual way that works is pretty similar to a closed-loop opt-in signup for a mailing list – the ISP sends an email with a link in it to the abuse@ and postmaster@ aliases for your domain, and you need to click the link in one or both of the emails to continue with the feedback loop signup process.
That’s mostly there to protect you, by making sure that someone else can’t get feedback loop messages for your domain. And it’s not too difficult to do, as you should already have an abuse@ and postmaster@ alias set up, and have someone reading the abuse@ alias.
But maybe you’re using Google Apps to host your corporate email, and that’s the domain you need to use for your feedback loops. So you go to create abuse and postmaster users, but it won’t let you – you just get the error Username is reserved for email list only. Uhm, what?
Google want to police use of domains hosted on their service, so they automatically set up abuse and postmaster aliases for your domain, and any mail sent to them is handled by Google support staff. You may well be happy with Google snooping on your abuse role account, but you really need to be able to read the mail sent to it yourself too.
So what to do? Well, the way Google set things up they actually create invisible mailing lists for the two role accounts, and subscribe Google Support to the lists. In older versions of Google Apps you could make those mailing lists visible through the user interface by trying to create a new mailing list with the same name, then simply add yourself to the mailing list and be able to read your abuse@ email.
But Google broke that functionality in the latest version of the Google Apps control panel, when they renamed email lists to “groups”. If you try and create a new group with the email address abuse@ your domain you’ll get the error Email already exists in this domain, and no way to make that list visible.
So, what to do?
Well, there’s a workaround for now. If you go to Domain Settings you can select the “Current Version” of the control panel, rather than the “Next Generation” version. That gives you the old version of the control panel, where all this worked. Then you can go to User Accounts, create a new email list delivering to abuse@ and add one of your users to the mailing list. You can then set the control panel back to “Next Generation” and have access to the mailing lists via Service Settings → Email → Email Addresses.
Hopefully Google will fix this bug, but until they do here’s the step-by-step workaround:

Read More

Verizon does not have a FBL

When I posted my initial cut of the ISP information page earlier this year, there was a comment asking about a Verizon FBL. At that time, I talked to some of the people-who-would-know over at Verizon and asked if they do have a FBL. The answer was a definite no.
For some reason, though, I continue to receive questions about the Verizon FBL. Based on the questions, the best I can extrapolate is that there is an ESP out there, somewhere, that states they have a Verizon FBL. It is possible, albeit unlikely, that they have a special agreement with Verizon. However, there is no generally available Verizon FBL.
If Verizon does make a FBL widely available, I will mention it here and update the ISP information page with the data. Until then, be very cautious with claims that there is a Verizon FBL.

Read More