For marketers, it boils down to this: Do you make it hard or easy to find your unsubscribe feature in your email marketing campaigns?
Google made the decision for you with Gmail: It's easy. It's right at the top now.
Bottom line for marketers? This change should not affect your campaigns so long as your focus is on engaging content that creates legitimate customer prospects and not on building large marketing lists, said Ann Breckencamp, product manager for CommandIQ, a CRM platform provider.
"Too many marketers are overly concerned with just trying to keep people on their mailing list," Breckencamp said. "The silver lining in Google’s new unsubscribe feature is that it should get marketers to focus instead on what really matters: driving true engagement with subscribers on a one-to-one basis."
CMSWire talked to Breckencamp about how marketers can use the Gmail change as an impetus to make their email campaigns better.