Google rolled out a new feature last week that made it easier for Gmail users to unsubscribe from marketing email lists. Going forward, emails identified as “marketing” in nature will contain a prominent unsubscribe link in the header. When a user clicks the link, Gmail will notify the sender to remove the user from the mailing list without any further action required from the user.
Is this one more step in Gmail's campaign to torture marketers?
A recent example from my Gmail account:
Prior to the release of this feature, the only unsubscribe link came from the marketers themselves, and it was usually buried somewhere in the footer of the email (the bare minimum required to comply with the CAN-SPAM Act), requiring users to search for it in order to unsubscribe. Users were almost always redirected to the sender’s website as a second barrier to successfully completing the unsubscribe process. Often, when they were unable to locate the link in a message or unwilling to go to the effort of searching for it, frustrated users flagged legitimate marketing emails as spam in order to unsubscribe.
What Challenges Do Marketers Now Face?
There’s now much less friction in the opt-out process, which makes it all the more likely one errant email message can trigger a user opting out of all future mailings.
Marketers already had concerns about Gmail's “Promotions” tab, which relegated their emails to a tab completely separate from the “Primary” inbox. With the new unsubscribe link, those concerns are compounded by worry about how the move will further affect their ability to reach the largest audience possible.
This puts more pressure than ever on digital marketers to deliver relevant and compelling content to your customers. Gmail’s new unsubscribe feature highlights the challenges and limitations of “batch and blast” marketing campaigns, and it serves as a reminder that true customer engagement (and all other business metrics, for that matter) can only come with one-to-one, permission-based marketing campaigns that foster real relationships. Relevancy, targeting and compelling content are more important than ever.
The move also emphasizes the importance of engaging your customers across multiple channels. No longer should you rely exclusively on email to reach your customers; the growing usage of mobile devices presents a huge opportunity for you to reach your customers there as well, not to mention print and online channels. You should strive to reach people through whatever channel they prefer most, and learn to synchronize customer communications throughout your entire user ecosystem -- email/mobile/web/print, etc. (For example, if someone doesn't open your email, try following up with a push notification to see if he or she is more likely to respond on mobile.)
The Silver Lining for Email Marketers
Google says the new feature is intended to reduce the amount of marketing messages being incorrectly marked as spam. It is a very convenient and certainly empowering feature for Gmail users. But it is a good thing for marketers as well, because in essence every time a customer does not opt-out of your email list, they are continually opting-in by default, which should help increase your conversion rates and the overall engagement among those customers who choose to stick around.
Will the placement of the new unsubscribe link hurt the size of your overall subscriber base? Probably, especially if you’re sending too many untargeted and irrelevant emails. But if you focus on sending interesting, targeted and highly relevant emails that your customers actually look forward to receiving, you should see the click-throughs, conversions and overall number of engagements grow.