Gmail’s New ‘Block,’ ‘Unsubscribe’ Buttons

Gmail_logoEmail marketers trying to reach the coveted Gmail inbox are going to have to work a little harder and a lot smarter. On Tuesday, Gmail debuted “block” buttons and this week Android users will see the “unsubscribe” option available in their apps for unwanted email.

“Sometimes you get mail from someone who’s really disruptive,” writes Sri Harsha Somanchi, product manager, in a Tuesday post on the Official Gmail Blog. “Hopefully it doesn’t happen often — but when it does, you should be able to say, ‘Never see messages from this person again.’ That’s why you can now block specific email addresses in Gmail — starting today on the Web, and over the next week on Android. Future mail will go to the spam folder (and you can always unblock in Settings).”

Gmail block button

By Thursday, Jess Nelson published five tips on MediaPost for marketers who need to become more Gmail-friendly. “Marketing Tips: Avoiding Gmail’s New Block Button” says marketers can:

  • Studying “block” and “unsubscribe” statistics can also help marketers understand which content resonates with recipients and which content ends up being what Somanchi terms “disruptive.”

How well are email marketers handling Gmail’s changes?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: September 25, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT