Gmail’s Gift to Marketers: The Unsubscribe Button
As the number of Gmail users continues to grow, so does the number of changes to the popular ISP. Recently, Gmail introduced a more prominent unsubscribe button, one which allows users to unsubscribe without even opening an email.
Marketers naturally feared the worst. They expected a mass exodus from their email lists and a drop in engagement. In reality, marketers should join consumers in thanking Gmail for the change.
Consumer behavior won't change
Consumers have been unsubscribing from marketing emails since they were invented, regardless of how easy it was to do so. In the past, Gmail users could only unsubscribe from email lists if the marketing email provider included their own button within the email, or users could mark the email as spam within Gmail's landscape.
Gmail users are a tech-savvy and engaged group. They know where the unsubscribe button is and how to use it, but the recent change empowers them to continue using Gmail and interacting with marketing emails. With this "unsubscribe" capability extended into Gmail, marketers get more information from Google.
Most importantly, it tells them to gravitate toward unsubscribe rather than spam. The spam option is harmful to marketers because it raises a red flag for the ISP and might affect deliverability for all users. It's better for some people to unsubscribe from your list than mark you as spam, so you can still reach those who want to hear from you.
What marketers need to realize is if people want to unsubscribe, they're going to find a way to do it. By making it easier for them to hit "unsubscribe" rather than "spam," marketers are better off — they're receiving beneficial rather than detrimental feedback.
When Gmail users click the email platform's unsubscribe button, they instantaneously give Google and marketers valuable information about them. Marketers can find out information about the types of emails that their consumers find valuable, which will help them adapt future email marketing campaigns.