Gmail's Unsubscribe Button Could Be a Huge Blow to Email Marketers

Lists will shrink

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How many times have you wanted to unsubscribe from a commercial email list but didn't want to scroll all the way to the bottom of a message and then have to click through to an opt-out landing page that would ultimately require you to click a few more times? Too many times to count, right?

Well, Gmail is about to make that a lot easier. The email arm of the digital giant introduced an Unsubscribe button at the top of emails, making opting out a one-click, easy-to-do action.

The move heralds a potential nightmare for email marketers, who work diligently to keep their list numbers as high as possible.



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