March 3, 2014

New Gmail Unsubscribe Feature (Ready or Not Here it Comes)

The New Gmail Unsubscribe Feature is sending digital marketers scrambling. But this isn’t the first drastic change Google has made to the Gmail inbox. So should email marketers be worried about this new Gmail unsubscribe feature, or is all this hype for nothing?

Well, in this short blog post we’ll take an in-depth look at why this new gmail unsubscribe feature came to be, what the new unsubscribe feature means for internet marketers, and why it might not be as bad as you think. Also…

If you haven’t yet seen what this new Gmail unsubscribe feature look, TheVerge.com has a nice screenshot of the new Gmail unsubscribe feature. So take a second to check it out with you own eyes. And then we can get into the details.

New Gmail Unsubscribe Feature: Get Up To Speed

To cut through the noise around this new Gmail unsubscribe feature, let’s look at why Google decided to roll it out. The funny part is, the new Gmail unsubscribe feature was rolled out at least in-part because disingenuous email marketers got too sneaky. What do I mean by that?

Specifically, email marketers of all types and sizes were getting too crafty at hiding the CAN-SPAM mandated unsubscribe link in small text and light font types in the bottom of marketing messages. This made it hard for recipients to unsubscribe. While you might think this is a good thing, the end result was that a lot of marketing messages were getting marked as spam instead, due to Gmail’s prominent “mark as spam” button.

So when you think about it…

Wouldn’t you rather have your recipients unsubscribe than mark you as a spammer?  Letting people opt-in and out of marketing messages easily is a critical component of building trust with educated consumers. So not only is Gmail’s new unsubscribe feature helping consumers regain control of their inbox, but it’s also helping marketers too (whether they like it or not).

And Gmail isn’t stopping there:

Alongside the new unsubscribe feature, Gmail is launching a pilot “Feedback Loop” for Email Service Providers. The feedback loop process should allow Google to report back to bulk email senders with complaint and spam information. This type of data should be useful to marketers and will help differentiate good and bad bulk email senders. As this feedback loop feature develops it will be interesting to see how gmail uses the information to further update the gmail inbox.

So where does this new Gmail unsubscribe feature leave us?

New Gmail Unsubscribe Feature: The Take Home Message

Whether or not you’re ready for the new Gmail unsubscribe feature, it’s here. So email marketers and small business owners would be well-served to keep one lesson in mind, which is…

Email marketing is a privilege! (And don’t you ever forget it!)

Opt-in marketing is based on the idea that your audience is giving you permission to market to them because they see value in what you’re providing. Unfortunately, many email marketers quickly drop their end of the bargain and send spammy messages week after week. So…

Instead of trying to hide your opt-out button or use other short-term tricks to boost your stats, reflect on the foundation of your relationship. Remind yourself what you promised your audience, and don’t ever email them unless you have something absolutely amazing to share. Be hard on yourself and your email list will be easy on you.

And as long as you focus all your efforts on delivering real and tangible value to your subscribers you won’t have trouble with the new gmail unsubscribe feature. And hey…

If you need help improving your email marketing, SEOcial is always here to help. Just contact us to see how we can get started for you.

Filed under:  Email Marketing  ||  Tagged under:
Author:

Jeff Waite

As an optimization strategist, Jeff helps an array of business owners implement process-based growth initiatives, perfectly personalized to fit their offerings and industry.
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