Though social media has made huge gains in popularity over the past few years, email remains the most effective marketing and pitching tool around, according to research. Of course, that doesn’t mean that people don’t hate obnoxious e-newsletters. A lot of email marketers understand that. It’s why the “unsubscribe” link in so many marketing emails is at the bottom of the message, tucked away as invisibly as possible, if it’s there at all. Google just made it a lot harder for email marketers and PR pros with big mailing lists to hide that “unsubscribe” link, however, with this Wednesday announcement:
Now when a sender includes an “Unsubscribe” link in a Promotions, Social or Forums message, Gmail will surface it to the top, right next to the sender address. If you’re interested in the message’s content, it won’t get in the way, and if not, it’ll make it easier to keep your inbox clutter-free.
The Gmail team argues that this is actually a positive for email marketers, in that it will deter readers who simply want to stop receiving digital newsletters from reporting them as spam. According to the comments on the Gmail post, the repositioned “unsubscribe” link has actually been available to some users for quite a while now, but with Wednesday’s announcement, it would seem that Google is officially rolling it out to all Gmail users. Now more than ever, it’s imperative that your marketing and pitch emails are readable and appealing enough that the people who receive them won’t go scurrying for that “unsubscribe” link. There’s no hiding it now.