(via PCWorld.com) Starting this week, a new, clearly marked “unsubscribe” link will appear at the top of the header field in marketers’ emails sent via Gmail. Previously only appearing for a small percentage of users, the feature will now be made available for most promotional messages with unsubscribe options, Google said on Thursday. Email recipients do not need to take action for the links to appear.

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“Though the tool might seem useful to consumers, it could be a business killer for companies looking to grow their customers online. But Google is actually releasing it to help businesses become more transparent and to prevent their promotional emails from being marked as spam.

“One of the biggest problems with the Gmail spam filter is identifying unwanted mail or soft spam,” said Google’s Vijay Eranti, who heads anti-abuse efforts at Gmail. The issue, he said, is that sometimes customers opt into a company’s send-to list but later decide they don’t want the emails. And if they can’t find the unsubscribe button, sometimes they mark the message as spam.”

Continue reading at PCWorld.com: Gmail adding prominent ‘Unsubscribe’ option to marketing emails

(via: Techmeme)