How To Stop Being Mass Unsubscribed On Gmail
If you send newsletters or marketing emails, you might want to sit down for this one.
Gmail has just rolled out a new feature called “Manage Subscriptions”, and it's designed to let users easily view—and mass unsubscribe from—all the mailing lists they're on. No more scrolling to the bottom of emails to find the tiny “unsubscribe” link. Now it’s front and centre, with a click-to-ditch option.
So… is this the beginning of the end for email marketing?
Not quite. But it is a wake-up call.
If you're sending content your audience doesn’t truly want, Gmail is about to make it much easier for them to say goodbye. That might sound scary, but it’s actually a good thing—it’s forcing us all to be better marketers.
Here’s how to stay on top of the game:
1. Deliver real value
People don’t unsubscribe from emails they genuinely enjoy. Whether it’s tips, deals, inspiration or updates—make sure every email gives your audience something they actually want.
2. Segment smarter
Not all subscribers are created equal. Tailor your emails based on behaviour, location, or interest. Sending everything to everyone is a fast track to an unsubscribe.
3. Respect their inbox
If you’re emailing too often (or too rarely), you’re risking a disconnect. Give subscribers options to set their preferences—weekly, monthly, or only the highlights.
4. Clean your list
A smaller, engaged list is always better than a large, uninterested one. Use this as an opportunity to tidy up your database and focus on the people who are actually listening. In 2025, less is more.
5. Re-engage or let go
Set up re-engagement flows to check in with inactive subscribers. If they’re not opening or clicking, don’t be afraid to ask if they still want to hear from you—or let them go with grace.
What this really means:
This change isn’t about punishing marketers—it’s about protecting users’ attention. The businesses that survive (and thrive) will be the ones that earn their place in people’s inboxes.
If you’re worried this might impact your current email strategy, or you’d like help tightening up your messaging and list management, we’re here to help. At Natter, we do direct email marketing - that includes setting up and maintaining lists and strategy and execution of content. Let’s make sure your emails are the ones your audience wants to keep.
