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It’s that time of the year when Apple steals the limelight!

They have just announced the launch of iPhone 7 which comes with a new version of iOS, available for download today. Among many exciting new features, the one that will worry email marketers the most is the above-the-fold unsubscribe in the native Mail App.

Two taps and you’re done!

As you can see below, once an email is opened, a notification banner will automatically appear indicating that ‘This message is from a mailing list’ and offering the option to unsubscribe.


If the subscriber taps the ‘Unsubscribe’ link, they then get a pop-up notification saying that an email will be sent on their behalf back to the sender to request an opt-out. This is automatically sent from the receiving address, making it very easy to coordinate this process across multiple email accounts.

Should email marketers worry about the iOS 10 unsubscribe option?

At the very bottom or at the top, if your subscribers want to get rid of your emails, they will find the unsubscribe link. This new feature only makes it easier in those cases where marketers insist on burying their unsubscribe links in a long, convoluted email footer, but we don’t think it will disrupt the email marketing world.

Your next best action would be to check with your email service provider to see how these unsubscribe requests are monitored in order to comply with them.

At the end of the day, why would you want to send emails to people who don’t want to hear from you? They’ll mark you as spam instead if they don’t find a way to opt-out, thus hurting your deliverability.