Gmail is killing unsubscribe rates (here's what to do)

Quick heads up-

Gmail is making it way too easy for people to unsubscribe.

I've been analysing our client accounts, and the numbers are wild:

Gmail addresses are unsubscribing at 3x the rate of Yahoo and Hotmail users.

This wasn't the case 6 months ago. But since Gmail added those one-click unsubscribe buttons at the top of every email, people are bailing faster than ever.

It's across the board. Every account. Every niche.

Here's what we're doing to fight back:

> Send less to cold segments - If they haven't opened in 60+ days, exclude them from daily sends

> Make your content undeniable - Generic emails get unsubs. Valuable, relevant emails get opened

> Segment harder - Don't blast everyone with everything. Send based on behavior and interest

Gmail isn't going to reverse this. The button is here to stay.

So we either adapt our strategy or watch our lists shrink.

Stay sharp, George