New gmail unsubscribe

[Anonymous]

With Gmail's new feature of the unsubscribe link appearing at the top of the header field - If someone clicks on that link instead of the regular unusbscribe link in email template footers, how does Marketo know that the lead has unsubscribed? 

[Anonymous]

I haven’t come across this recently, but it would be interesting to know if this new feature is up and running.

[Justin_Cooperm2]

This feature has actually been available in Gmail for some time, just hidden beneath the spam button.

If you have correctly implemented SPF and DKIM (see https://community.marketo.com/MarketoArticle?id=kA050000000KyrDCAS) then the e-mail client (Gmail) will display the "unsubscribe" button to the recipient. When the recipient clicks "unsubscribe," the e-mail client will send an automated notification to the mailto address listed in the list-unsubscribe header of the message. This notification informs the sender that the recipient wishes to unsubscribe from future communications. Marketo will process these notifications and mark the lead as unsubscribed as long as you have implemented SPF and DKIM correctly. 

A similar feature is also available in Outlook.com (formerly Hotmail).

[Anonymous · Accepted solution]

Also, if you test it out, you'll find that there will be a Change Data Value acitivity in their activity log for the Unsubscribed field. Double clicking the activity gives the reason "Custom complaint received from ISP". Here's a screenshot: 

[Anonymous]

Hi Grant,

I've tried running a smart list with a filter of "unsubscribe reason" = Customer complaint received from ISP and no records matched.  I have a hard time believing there are no records from our database have requested an unsubscribe from their ISP.

Thanks,
Carrie

[Anonymous]

Here's a follow-up question - 
If a user unsubscribes directly from Gmail/Outlook and our company has various unsubscribe options - (90 days unsubscribed, limitied communication...etc.) what happens to the user's preference? Is it just a full unsubscribe? 

[Anonymous]

Carrie,

I ran the smart list using the same filter as you did and got 0 as well.

I then ran another smart list using "data value changed" filter with attribute = unsubscribed and added the following constraints:

Previous value = false
New value = true 
Reason = Customer complaint received from ISP

I was able to see leads there. Not sure what the difference is, I'd think both should work. Hope it works for you. 🙂 

[Anonymous]

Just a note: I noticed that Marketo said this data is archived after 90 days, so you might just be seeing leads that have changed to unsubscribe for that reason in the past 90 days.

[Anonymous]

Thanks Emily, that's something to take into consideration.