The Hidden Opportunity in Gmail’s New Unsubscribe Button
Of the four major ISPs, Gmail makes changes most frequently, but also has the most active users and the fastest-growing user base. A Yesmail report found 19 percent of Gmail users were active in the past 12 months—above Yahoo, AOL and Hotmail. The number of Gmail users is also growing far faster than any other free email service, accounting for more than 40 percent of all new subscribers in the last quarter of 2013.
Marketers can't afford to ignore Gmail, but they don't have to fight it, either. When Gmail announces another major change, listen to what your subscribers are telling you rather than the ISP. You'll have to read between the lines, but you will end up learning far more about your users and their rates of engagement.
Bob Sybydlo is the director of market intelligence and deliverability for Yesmail Interactive, an enterprise email marketing solutions and software provider in Portland, Ore. Reach him at firstname.lastname@example.org.