Google is Changing the Rules of Email Marketing
A new Google feature now allows users to unsubscribe from all mailing lists at once. This is exactly why marketers can no longer “send and forget.”
The latest announcement about this feature is something every business or organization should take note of. From a user’s perspective, it makes perfect sense: there’s no longer a need to click “unsubscribe” every time we receive an irrelevant email or one we don’t remember signing up for. Instead, all mailing lists are centralized, allowing users to choose which lists to leave and which to stay on.
But for marketers, this is a game changer. In the past, emails were sorted into multiple inbox tabs (Primary, Promotions, Spam), and some of our messages would find their way there,not necessarily the main inbox. Now, there’s an additional hurdle to reach our customers: managing the mailing lists.
This move, following Microsoft’s recent restrictions on bulk email, shows that even companies themselves don’t want to flood their customers anymore. On the contrary, they want emails to be relevant, precise, and genuinely wanted by contacts.
So, before sending your next campaign, it’s important to focus on the value you deliver and consider the following points:
Define the purpose of the Email
Emails aren’t sent randomly. They exist to inform, share a promotion or special offer, provide essential information, or simply give the user value. Marketing has emphasized the importance of delivering value, targeting audiences carefully, and maintaining relevance for years, but now it’s a baseline requirement. If the content doesn’t matter, users can unsubscribe quickly and easily.
Focus on the content
Users want content that interests them. Engaging content motivates action and gives recipients a reason to open your emails. AI tools can help generate and guide content, but human touch, unique language, and emotional connection are what make the interaction meaningful and engaging.
Choose the right platform
Is email the best way to deliver your message? Or would WhatsApp or SMS be more effective? There’s no single answer, and what works for one customer may not work for another. The key is to evaluate all communication channels, understand their strengths, and monitor them over time. Coupled with the data you’ve collected so far, this approach helps you make smarter decisions about how to reach your audience.
Delivering relevant, valuable, and well-targeted emails is no longer optional, it’s essential. By thinking carefully about purpose, content, and platform, marketers can keep their messages meaningful and maintain engagement, even in a world where users can unsubscribe with a single click.
