The Russian parliament recently passed a bill that would require international tech companies doing business in Russia to house servers within the country's borders to service local traffic. While the local government claims this is an anti-terrorism effort, some are concerned that this violates consumer privacy rights. American tech giants such as Facebook, Twitter and Gmail store a great deal of personal data about their customers across the globe, wherever they do business. Americans are generally concerned about privacy and the implications of the law on their customers. However, failing to comply could result in being banished from an entire country and losing a portion of your subscriber base.
As much as marketers want to make things easy for their customers, they don't want to make them too easy. After all, the "add to cart" button is only a click away, but so is 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.