Gmail 的新功能 "Manage Subscriptions": 电邮营销人员需要了解的内容
Chris Adams
2025年4月8日
Marketing
1 min read
关键要点
Gmail’s new “Manage Subscriptions” feature lets users unsubscribe directly from the inbox without opening the email.
The update prioritizes sender transparency and user control, rewarding brands that follow best practices.
Email senders using one-click unsubscribe headers and authenticated domains (SPF, DKIM, DMARC) will benefit most.
Poor list hygiene or unclear opt-in methods can increase spam complaints and harm deliverability.
Marketers should audit email headers, verify domain authentication, and maintain permission-based lists to stay compliant.
This change signals a broader trend toward user-first inbox experiences and stricter enforcement of engagement quality.
Q&A Highlights
What is Gmail’s new “Manage Subscriptions” feature?
It’s a new Gmail section that lets users view all their email subscriptions in one place and unsubscribe or adjust preferences with a single click.
When did the “Manage Subscriptions” feature start rolling out?
The feature began appearing for Gmail users around March 19, 2025.
Why did Google introduce this update?
To give users more visibility and control over marketing emails—making it easier to clean up inbox clutter and manage consent.
How does this change affect email marketers?
Marketers may see a temporary increase in unsubscribe rates as users explore the new tool, followed by a more engaged, higher-quality subscriber base.
What does this update reveal about email content quality?
It raises the bar: subscribers can now quickly remove low-value emails, so brands must deliver consistently relevant and engaging content.
Does this feature affect deliverability or sender reputation?
No direct change to deliverability rules—open rates, clicks, and spam complaints still drive sender reputation. But engagement now matters even more.
How should marketers adapt their strategy?
They should reassess content value, review send frequency, launch re-engagement campaigns, and set clear signup expectations to reduce opt-outs.
What is the potential upside of this Gmail update?
Brands will end up with cleaner lists and more intentional subscribers, improving engagement metrics and targeting accuracy.
What’s the key takeaway for email marketers?
This update doesn’t rewrite deliverability fundamentals—it reinforces them. Focus on quality, relevance, and trust to maintain strong engagement.
Gmail 的新功能“Manage Subscriptions”提升了电子邮件营销人员的标准——这意味着什么以及如何保持领先。
Google 已悄然为 Gmail 引入了一项更新，可能对电子邮件营销人员产生影响。新的“Manage Subscriptions”功能自 3 月 19 日左右开始出现在用户的界面上，它集中管理订阅并简化收件人取消订阅电子邮件列表的过程。
什么是“Manage Subscriptions”功能？
Gmail 现在在左侧边栏导航中包含一个专用的“Manage Subscriptions”部分，标有“New”标签。此功能将基于订阅的电子邮件聚合到一个视图中，允许用户：
在一个地方查看所有活跃的电子邮件订阅
一键退订新闻简报和营销邮件
更高效地调整电子邮件偏好
这是 Gmail 迈向提供更多可见性和控制权的最新一步，用户可以更好地控制他们的收件箱。
这对Email Marketers意味着什么
如何调整您的Strategy
1. 重新评估内容价值
每封电子邮件都应证明其自身的价值。是否解决了问题？提供及时的见解？是否提供了他们在别处无法获得的东西？答案需要始终如一地为“是”。
2. 审核发送频率
更多不一定更好。如果您发送频繁，请确保其与实际参与度保持一致。疲劳导致退订——尤其是在现在。
3. 启动重新参与活动
利用这个时刻重新吸引已失效的订阅者。不要等他们找到退订选项——给他们留下的理由。
4. 在注册时设定清晰的期望
明确订阅者可以期待什么以及多频繁。透明度建立信任，减少随后的意外退订。
5. 密切监控指标
注意参与度和退订变化。如果需要，建立新的基线。寻找各个细分市场和活动中的模式。
A Possible Upside
总有一线希望：在审查他们的订阅后选择继续订阅的用户，表明他们有更强的意图。您可能会得到一个更干净的名单、更活跃的订阅者以及更精准的目标。那就是一个胜利。
最后的想法
Gmail 的 “Manage Subscriptions” 更新并没有改变核心的可达性规则——但确实使注意力和相关性更难伪造。优先考虑内容质量和列表健康的营销人员在这个变化中更加有利。
自从这一变化推出后，您的指标是否有所变化？我们很想听听您的观察。
