Google adds a new "Manage Subscriptions"feature to Gmail, which allows users to easily find and unsubscribe from unwanted emails in bulk. For email marketers, this can sound like a nightmare. But is it really that bad?

If you work with segmentation and send relevant content, this change might actually work in your favor.

How does the new feature work?

The feature called "Manage subscriptions" is gradually rolling out to Gmail on Android, iOS and desktop. Users will see:

  • a list of all their subscriptions (newsletters),
  • the number of emails received from each sender in the last three weeks,
  • and the ability to unsubscribe or block a sender with one click.

The list is sorted by the volume of emails - meaning those who send the most are the most likely to be "crossed off" first.

First practical impacts

Agency data shows that:

  • the number of unsubscribes after the feature's launch did not increase significantly
  • The feature is most often used by users who have already actively managed their subscriptions,
  • Most clients did not experience a drop in deliverability or engagement.

So there is no need to panic yet. But this is the perfect time to review your own approach to communication.

What can you do to make sure the "Manage Subscriptions" feature doesn't sink you?

The change from Google reaffirms one thing: relevance is stronger than frequency.

Here are 3 key steps:

1. Segment by activity

Don't send everything to everyone.

Inactive or less active contacts should receive fewer messages or other types of communication (e.g. reactivation emails).

2. Track send volume vs. engagement

The feature sorts subscriptions by the number of emails received. The more you send without a response, the more likely you are to be "hit".

3. Offer preference center

Give users the ability to set how often and what they want to receive.

Good preference centers can reduce unsubscribes while increasing engagement rates.

Summary: Why you shouldn't be afraid

For email marketers who work with segmentation and send valuable content, the "Manage Subscriptions" feature is not a threat. On the contrary - it's another reminder that the template-based bulk mailing approach is no longer working.

If you want the user to keep you in their inbox:

  • communicate in a relevant way,
  • send less, but better,
  • and keep your data in order.

Considering an audit of your email strategy?

Contact us at Mailbakers - we can help you:

  • set up smart segmentation,
  • create a preference center,
  • and tweak deliverability so Gmail likes you.