Gmail’s Gift to Marketers: The Unsubscribe Button
Gmail promises to release reports very soon to marketers that will provide greater insight into Gmail user preferences. It's still too early to tell, but we can expect the reports to include information about which email prompted a user to unsubscribe, so marketers can observe trends and make adjustments. Gmail's prominent unsubscribe button is simply another way for marketers to collect information about their subscribers.
This change is still fairly new, so we haven't seen all of its effects. Marketers should keep a close eye on the performance of their email marketing campaigns for the next few months to see how they're performing. It's still too early to give any examples of companies that have benefitted from the feature, but there are measures marketers can take to limit the number of people unsubscribing from their emails. They should follow general email marketing best practices such as including company branding in the email, making sure users understand why they're receiving messages from the brand and limiting the number of emails they send.
This change is a win-win situation. Consumers win because they have better email usability, which always makes them happy. Marketers win because they gain improved insights about their customers and don't lose opportunities to connect with others because they're marked as spam, and Google keeps its users and customers happy. In general, marketers shouldn't fear changes to Gmail or other ISPs, but rather look for ways to gain a better idea of who their subscribers are based on their feedback.
Bob Sybydlo has been with Yesmail for over six years now and is currently the director of market intelligence and deliverability.