Gmail wants you to Unsubscribe

If you have an email marketing program the new changes to the Gmail Android App. There are two changes, the first is to block someone but the second is the purpose of this post. They have an easy unsubscribe button. So what does this mean to you? It may not sound like a problem for marketing. But if you have an email marketing program this will directly affect you.

Google is now making it easy to unsubscribe to unwanted emails. Just think about how may emails you get a day. If you are like me you often just declare email bankruptcy and just set everything as read. It’s very rare I go through and read every email I receive in a day. I do a more triage type of system. I read what needs to be read then flag follow up and then hopefully will go back and finish up.


Now Imagine if you could simply click one button in Gmail to unsubscribe to an email list you no longer read. This is the main reason I don’t have a manageable Gmail account. Most times it’s just too much time to unsubscribe. At the minimum you have to click a link then click “ok.” Others you have to remember a log in you long since forgot, and mange your emails.

If this works as advertised it will be way easier for people to unsubscribe from your list. If it is that easy your emails will have to be interesting and relevant to your customers/clients. This means no more sending too many emails, not making them personal and promoting Items the may not care about.

If you start paying attention to your open and click rates. You can see what works with your customers/clients. This is smart even without the unsubscribe button. Make things personal and address customers by name. Start segmenting your lists so you send the right content to the right customer. If the person doesn’t have kids, you don’t want to seen an email about babies. When segmenting it’s always better to have them sign up for their own interests. MailChimp will allow you to create a custom sign up form and include interests.

Don’t let this unsubscribe button scare you. Think of it as an opportunity to improve your email program!

Tim is the founder of Element33. A social media agency specializing in education, management and strategy for small businesses. He comes from a traditional marketing agency but has embraced all things digital. He considers himself a marketing nerd and believes that all marketing is tied together. This means no matter what silo you are in, social, email, seach, etc, changes in one will affect the other!

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