A New Way to Unsubscribe

A new way to unsubscribe 

Although some email marketers do their best to make it difficult for subscribers to remove themselves from emails, Gmail is finding new ways to make it easier. Making it easier for your subscribers to unsubscribe is actually a good thing. If someone doesn’t want to receive your marketing emails any more, ideally you want that process for them to unsubscribe to be as easy as possible. 

Although not available for all customers quite yet, Gmail is now allowing users to manage their email subscriptions through their subscription center. 

In the new dashboard, subscribers are able to sort their subscriptions by sending frequency and unsubscribe from several brands at once. Subscribers don’t need to open an email from that brand to start the unsubscribe process - it all happens directly in the subscription center.

It’s important to note that Gmail does display the brands in the subscription center by sending frequency. If you are a brand that sends multiple marketing emails per week, expect to be appear high on the list. Gmail also displays sending frequency (20+ emails recently, 10-20 emails recently, and fewer than 10 recently) in the interface to help subscribers make a decision on which brands they should unsubscribe from. 

Email marketers should be thanking Gmail for this new subscription center. Removing subscribers that don’t want your emails anymore increases your open rates, reducing spam complaints, and improves your sender reputation. 

If you are trying to find the optimal sending frequency for you email program, or you are looking to improve your spam complaint rates, our professional services team is here to assist.