If you didn’t know any better, you’d be forgiven for thinking that Google hated email marketing. And to be fair, it’s not an entirely unreasonable assumption. The inbox environment in Gmail has become increasingly challenging for marketers trying to make an impression in recent years. Its latest update, Manage Subscriptions, is just the newest addition to a long line of features that have made life harder for email senders—starting all the way back in 2013, when Gmail began automatically sorting campaigns and newsletters into the Promotions tab, quietly reshaping how users engage with marketing emails. 

What is Gmail’s Manage Subscriptions feature?   

The new Manage Subscriptions feature is Google’s latest move in its ongoing mission to empower users with more control over their inboxes. It offers a clean, user-friendly dashboard where people can see every brand that’s emailing them, how often they’re doing it, and—here’s the kicker—unsubscribe with a single tap. No need to open the email. No need to scroll to the bottom. Just tap, and you’re in charge of your inbox. 

From a user perspective, it’s brilliant. From a marketer’s perspective? It’s another reminder that the days of lazy list management and batch-and-blast campaigns are well and truly over. But it’s certainly nothing to fear. 

Why should email marketers welcome unsubscribes? 

Let’s be honest—no one likes to see people leave their list. But here’s the thing: unsubscribes aren’t the enemy. In fact, they might just be one of the most valuable metrics in your email marketing toolkit. 

When someone unsubscribes, they’re doing you a favor. They’re telling you, politely and clearly, “This isn’t for me.” And that’s okay. Because the truth is, you don’t want to be emailing people who aren’t interested. They’re not going to open, they’re not going to click, and they’re certainly not going to buy. 

Unsubscribes help you keep your lists clean, your engagement rates high, and your deliverability strong. They also reduce the risk of spam complaints and help you focus on the people who actually want to hear from you. And let’s not forget—most email platforms charge based on list size or number of sends (or a combination of both). Why pay to talk to people who’ve already tuned out? 

Why making it easier to unsubscribe is good for the inbox ecosystem 

The inbox is a shared space. It’s where people manage their lives, stay informed, and connect with the brands they care about. When that space gets cluttered with irrelevant or unwanted messages, the whole experience suffers. Users get frustrated. Engagement drops. Deliverability tanks. And trust? That’s the first thing out the window. 

By making it easier to unsubscribe, Gmail is helping to restore balance. It’s encouraging a healthier inbox ecosystem—one where users feel in control, and marketers are rewarded for relevance, not persistence. It’s a system that favors quality over quantity, and genuine connection over forced communication. 

Think of it this way: every unsubscribe is a filter that helps your message reach the right people. It’s a signal that helps you refine your strategy, sharpen your targeting, and build a list that’s truly engaged. In a world where attention is the most valuable currency, that’s not just good hygiene—it’s a proactive and strategic approach to marketing. 

How to reduce churn in your email lists 

Reducing churn isn’t about clinging to every subscriber for dear life. It’s about creating an experience that people genuinely want to stay part of. Here’s how to do that:

Set expectations early

From the moment someone signs up, be clear about what they’re getting. How often will you email them? What kind of content can they expect? Setting the right expectations builds trust—and trust keeps people around.

Prioritize relevance over frequency

More emails don’t equal more engagement. In fact, they often do the opposite. Focus on sending the right message at the right time, not just filling inboxes for the sake of visibility.

Segment like a pro

Not all subscribers are the same—so why treat them that way? Use behavioral data, preferences, and past interactions to tailor your messaging. The more personal and relevant your emails appear, the less likely people are to hit the unsubscribe button.

Make your content worth reading

This one sounds obvious, but it’s often overlooked. Every email should deliver value—whether that’s a helpful tip, a special offer, or just a moment of delight. If your emails consistently make someone’s day better, they’ll stick around.

Offer a preference center

Sometimes people don’t want to leave entirely—they just want fewer emails. Give them options. Let them choose how often they hear from you or which topics they’re interested in. It’s a simple way to reduce unsubscribes without losing the relationship.

Monitor your metrics—and act on them

Keep an eye on unsubscribe rates, open rates, and click-throughs. If you see a spike in churn, dig into why. Was it the subject line? The timing? The content? Treat every unsubscribe as a learning opportunity. 

Never stop building your email lists 

If unsubscribes are part of the game, then list growth is your counterplay. A healthy email program isn’t just about retention—it’s about regeneration. You need a steady stream of new, engaged subscribers to maintain your momentum and keep your metrics strong. 

But here’s the catch: list building today isn’t about volume. It’s about quality. Buying lists, scraping contacts, or adding people without consent? That’s a fast track to poor engagement, spam complaints, and deliverability issues. Instead, focus on organic growth strategies that attract people who actually want to hear from you. This approach keeps you focused and intentional in your list building efforts. 

• Create irresistible sign-up incentives: Whether it’s exclusive content, early access, or a discount, give people a reason to join—and make sure it’s worth their while. 

• Optimize your sign-up experience: Make it easy. Make it fast. And make it clear what they’re signing up for. A well-designed form with a compelling call-to-action can make all the difference. 

• Leverage every touchpoint: Your website, social channels, checkout pages, events—anywhere you interact with your audience is an opportunity to invite them into your email community. 

• Ask for referrals: Happy subscribers are your best advocates. Encourage them to share your newsletter with friends or colleagues who might benefit too. 

Building your list is a long-term investment. Do it right, and you’ll create a community that’s not just big—but genuinely interested, engaged, and ready to act. 

Email Deliverability and Accessibility are more important than ever 

Now that every email you send is under increased scrutiny, you’re not just competing for attention—you’re competing for permission to stay in the inbox. That’s why deliverability and accessibility aren’t just technical best practices anymore—they’re your frontline defense against churn. 

Strong deliverability keeps you visible 

If your emails aren’t reaching the inbox, you’re already out of the game. But inbox providers like Gmail are watching more than just your sender reputation—they’re watching how users interact with your emails. High engagement signals trust. Low engagement? That’s a red flag. And with features like Manage Subscriptions, users now have a frictionless way to act on that disengagement. Clean lists, consistent sending patterns, and relevant content help ensure your emails land where they’re supposed to—and stay welcome once they arrive. 

Accessibility keeps you connected 

If your emails aren’t easy to read, navigate, or understand, you’re giving people a reason to leave. Accessible design ensures that everyone, including users with visual impairments, cognitive differences, or those reading on mobile devices, can engage with your content. And when people can engage, they’re more likely to stay. Simple changes, such as using alt text, a clear hierarchy, and mobile-friendly layouts, can make a significant difference in how your emails are received—and remembered. 

In short, when unsubscribing is effortless, every detail matters. Deliverability gets you in the door. Accessibility keeps you in the room. Together, they help you build trust, reduce friction, and create an inbox experience that people actually want to be part of. 

Google loves email 

Google isn’t creating a hostile environment designed to punish email marketers. It’s actually more about creating a user-focused experience, where relevant, engaging, and timely emails can thrive. It’s also about encouraging you to be the best email marketer you possibly can be. Are you up for the challenge? 

At Adestra, we help marketers build smarter email programs that thrive in today’s inbox environment. From advanced segmentation and automation to deliverability insights and accessibility support, our platform is designed to help you become a better email marketer. To learn more, request a demo or contact our team of email marketing experts today.