When I heard about Gmail’s new Manage Subscriptions feature—the one that lets users unsubscribe from mailing lists without even opening the email—I thought, “Heck yes!” As a consumer (and someone who hates clutter, digital or otherwise), I immediately went on a gleeful unsubscribe spree.
Then my marketer brain kicked in. A slew of questions raced to mind:
Wait…did my job just get waaay harder?
What does this mean for my clients?
Are my subject lines now the last line of defense against mass unsubscribes?
I even felt a little guilty about the dozens of brands I’d just banished from my inbox.
Then I did what we do best at Sage—I got to work.
Here are 3 smart, actionable strategies to help you stay relevant, keep your subscribers engaged, and reduce those dreaded unsubs.
- Ask for feedback before they hit unsubscribe.
The thing about the Manage Subscriptions feature is that it eliminates the possibility of getting any data about why recipients are unsubscribing and the type of content they would rather see.
That’s why it’s crucial to build in feedback loops earlier in the customer journey.
- Ask subscribers what they want to hear about—and not just when they’re leaving.
- Add “update your preferences” links to your header or footer.
- Create a simple landing page where users can check off what topics or products they care about (and ignore the rest).
The more control you give subscribers, the more likely they are to stick around.
- Use data to make emails feel more personal—but really.
Sure, we’re all used to seeing our name in subject lines (sometimes more effortlessly than others). But personalization needs to go way beyond that.
- Mention a customer’s company, city, or product they’ve used.
- Tailor content based on behavior. Who’s opening but not converting? Add urgency or a time-sensitive offer. Who’s not opening at all? Test a bold new creative angle.
- Use engagement metrics like clicks, scroll depth, and heatmaps to understand what people actually care about.
Show your audience that you get them. It doesn’t have to be complicated. Start with small, meaningful tweaks.
- Add social proof for a more human touch.
As marketers, we’ve all been guilty of wishful thinking. But the truth is, your audience isn’t thinking about you that much. And worse, they might not even trust you.
That’s why it’s so powerful to feature real people in your content.
- Drop in a testimonial—with a real photo, name, and title.
- Highlight a short case study: “Here’s how we helped [Real Person] solve [Real Problem].”
- Use reviews, quotes, or even social media shoutouts to bring your emails to life.
Chances are, you already have some of this data. Your customer reviews can be a goldmine of honest, jargon-free content.
Your goal: make every email feel less like a marketing blast and more like a story from someone your audience can relate to.
Meet the moment
The Gmail Manage Subscriptions feature is great for consumers who feel overwhelmed. But it’s also an opportunity for us marketers to level up. It’s the nudge we need to make our content smarter, more relevant, and genuinely valuable.
At Sage, we’re meeting the moment—helping our clients send better emails that people actually want to receive.