Gmail’s New email Subscription Center

Are you ready to browse a list of all email subscriptions you’ve been added to and easy opt out of content you no longer want? Gmail is making that happen.

If you are an active mobile user of Gmail, you’ll note a recent pop-up saying “Manage subscriptions in one place,” with text saying, “Now Gmail has one place to see all your mailing lists and unsubscribe from unwanted messages.”

Flagged by BlanchDuBois74 on Reddit.

What does this mean for consumers?

Subscribers will be able to see all the lists they are actively subscribed to and manage opting out from one bird eye view. This is pretty great for consumers that are wanting to clean house in one go.

What does this mean for marketers?

Wonder why Gmail announced the RFC 8058 as a requirement that leverages List-ID as a campaign identifier? Well it all makes sense now…at least, that’s my theory.

Perhaps, we’ll see different ways ESP’s start to report out on unsubscribes — attributed to campaigns, and then unsubscribes by request? Would be interesting to see.

Is this groundbreaking?

It’s cool for consumers, but it's nothing to panic over as a marketer. Gmail has consistently prioritized the subscribers' experience when it comes to the ease of opting out of content. Gmail occasionally notices that I haven't opened an email from a certain sender for a while and asks me if I want to unsubscribe, so there are scenarios in which they are making unsubscribing easy already.

I’ll finish this short article off with the note that unsubscribes are not a bad metric. It’s a natural progression that subscribes move onto your list, and off of your list!