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

If you use segmentation and send relevant content, you actually have a chance to benefit from this change.

How does the new feature work?

Features "Manage subscriptions" is gradually being rolled out to Gmail on Android, iOS, and desktop. Users can see the following in it:

  • a list of all subscriptions (newsletters),
  • the number of emails from each sender over the past three weeks,
  • The option to unsubscribe or block the sender with a single click.

The list is sorted by the number of emails – so users will likely “cut out” those who send the most first.

Initial Practical Impacts

Agency data show that:

  • Logging out after the feature is launched did not increase in a statistically significant way,
  • This feature is most commonly used by users who have previously actively managed their subscriptions,
  • Most clients did not notice a decline in deliverability or engagement.

So for now, there's no need to panic. But this is actually the perfect moment rethink one's approach to communication.

What can you do to make sure the “Manage Subscriptions” feature doesn’t let you down?

This change from Google reaffirms one thing: Relevance is more important than frequency.

Here are 3 key steps:

1. Segment by activity

Don't send everything to everyone.

Inactive or low-activity contacts should receive fewer messages or different types of communications (e.g., reactivation emails).

2. Track the ratio of sends to engagement

This feature sorts subscribers by the number of emails they've received. The more emails you send without getting a response, the greater the chance you'll be "on the chopping block."

3. Offer the Preference Center

Give users the option to choose how often and what they want to receive.

A well-designed preference center can reduce unsubscriptions while increasing engagement rates.

Summary: Why Not Be Afraid of It?

For email marketers who use segmentation and send valuable content, The "Manage Subscriptions" feature is not a threat. On the contrary—it’s yet another reminder that a cookie-cutter, mass-mailing approach is no longer effective.

If you want users to keep you in their inbox:

  • Communicate in a relevant way,
  • Send less, but better,
  • and keep your data organized.

Are you considering an audit of your email strategy?

Get in touch with us at Mailbakers—we're here to help:

  • set up smart segmentation,
  • create a preferences center,
  • and optimize your deliverability so that Gmail likes you.