What's New in Sailthru
Gmail Manage Subscriptions
What is it:
Gmail has made it easier for end users to unsubscribe
- Allows users to unsubscribe from multiple brands at one time.
- Users no longer need to unsubscribe after opening a message (whether it's through the body of the message or through the list unsubscribe header inserted by Gmail at the top of the message.)
- The Manage Subscriptions Unsubscribe is specific to the From email address.
- If a user unsubscribes from a specific email address and continues to be messaged from that email address the message will go to the spam folder.
- Based on account set up and list set up, some senders may not be removing users from all mailstreams using the From address linked to the unsubscribe action. This could result in noncompliance with Gmail’s unsubscribe policy.
- If a user unsubscribes from a specific email address and continues to be messaged from that email address the message will go to the spam folder.
Why does it matter:
How it impacts you:
- Potential increase of unsubscribes, spam complaints, and list removals
- If managing multiple brands and lists under the same From email address, this could potentially remove them completely from all communications
How it impacts the customer:
- Improves user control
- Reduces the amount of spam received
- Simplifies the process of unsubscribing from unwanted messages
What we have observed so far:
- In Gmail’s Manage Subscriptions, each unique From email address shows up as its own subscription. Even if you use the same domain (like @sailthru.com) across multiple lists or brands, Gmail treats each From address as separate.
- When someone clicks “unsubscribe” in Gmail, the system may go a step further by removing that person from multiple lists tied to your brand, not just the one they clicked. Gmail usually does this over a few days to make sure the person is fully unsubscribed.
- After a user unsubscribes, Gmail may continue to treat future messages from that sender as unwanted. If the user later resubscribes, those messages can still land in the Spam folder until the user manually marks them as safe or moves them to the inbox.
Our recommendation for now:
The ultimate goal is to remind subscribers that they have control over their inboxes.
Moving forward: Add a short note to every email that reminds subscribers how easy it is to update their preferences. This empowers them to choose the topics and frequency they care about most, and ensures your messages stay relevant and welcome.
Example: We want to reach you when it matters, on the topics you care about. Update your preferences whenever you’d like by clicking here (link to preferences center).
What should I do next:
Outside of the immediate recommendation above, there is not much to do, as this is an industry-wide change by Gmail, not a platform issue. We are staying connected to the broader industry trends and will continue to inform everyone.
If you experience unexpected unsubscribes or deliverability concerns tied to Gmail, document these cases and share with your CSM.
As updates develop, we will continue to provide best practices and insights to ensure that your messages reach your intended audience. Please continue to check our Help Center for updates.
