Do emails have to have an unsubscribe link?

Google's sender guidelines ask bulk senders to offer easy unsubscribing. Local laws may also require it.

Can I add an unsubscribe button in Gmail?

Not as a built-in button for ordinary emails. Add a link yourself, or use mail merge on an eligible Workspace plan.

What should the unsubscribe text say?

Something short and clear, like: Don't want these emails? Reply ‘unsubscribe’.

How to Add an Unsubscribe Link to Bulk Emails Sent From Gmail

Gmail doesn't add an unsubscribe link to ordinary emails you write, so you add one yourself. At the bottom of the email, put a line like “Don't want these emails? Reply ‘unsubscribe’ or click here,” linking to a mailto address or a simple form, and remove anyone who opts out. Gmail's mail merge on eligible Workspace plans includes an unsubscribe link automatically (Google Help).

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Option A: a mailto link

Link the text to mailto:you@yourdomain.com?subject=Unsubscribe. When someone clicks it, their mail app opens a ready-made unsubscribe email.

Option B: a form link

Make a one-question form, such as a Google Form, that asks for their email address, and link to it. Check it before every send.

What Google asks of bulk senders

Google's sender guidelines set out requirements for bulk senders, including easy unsubscribing and authentication with SPF, DKIM and DMARC (Google sender guidelines). Read the current page, because the details depend on how much you send.

Keep the opt-out list

Remove unsubscribers from your master spreadsheet or CSV before the next send. If you send from an iPhone with Envora by KIDA Studios, update the CSV you import so opted-out people are left out. Envora is free to download with a 7-day free trial, then a one-time $39.99 Lifetime Unlock (US App Store price).