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Transactional email and list segmentation is going to become increasingly more important.
With unsubscribe easier than ever, relevant content and their producers will reign supreme.
That is the point. Instead of complaining or getting worried, I'd rather see the good part on this. You'll get quality mailing lists with those who really want to hear from you. If someone already gave up on you, it's very unlikely he'll be interested in hearing from you again. Even if he's still in your list, your emails are probably lying on a "read later" or "ads" label, among +1000 emails, or some other black hole within his gmail. And there's is little or nothing you can do about this.
I couldn't agree more. The easier it is to separate the cream from the crap (both marketers and leads) the better.
Agreed. You get better feedback on whether your email marketing is working or not if it's easier to unsubscribe as well.
Definitely a good thing.
Better leaders, lower maintenance costs.
This is a good thing. If people don't want your email, there is absolutely no reason to have them on your list anyway.
Only spammy black hat marketers are disappointed about this. I don't mind at all.
It's a pretty understated gray text link. There's usually a more prominent link in the body of the email to be can spam compliant.
Customers will still miss it and call customer service to be unsubscribed. I'd be very doubtful that this will effect unsubscribe rates greatly. Gmail's tabs already relegates you to forgotten folders for those choosing to ignore you.
I have to agree with all the other comments, this is a good thing. Email marketing is about sending relevant content to people who care about your business - engagement! If people don't want to engage with you then it should be simple for them to unsubscribe.
In all likelihood, they were never going to be good customers anyway. So I don't think much love is lost.
Is the last paragraph the most important of the article where it states that it is NOT going to feature on mail retrieved through smartphones where I'm sure the fastest growing segment of people pick up their email anyway? Or did i read it correctly?
I love the feature from the personal and business point views.
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