Jul 9, 2025
Gmail Adds “Manage Subscriptions”—What Marketers Need to Know
Google is rolling out a new Manage Subscriptions hub in Gmail (web first, then Android & iOS by July 21, 2025).
Paired with last year’s one-click Unsubscribe button, this gives every Gmail user a tidy dashboard of all the brands crowding their inbox—ranked by send frequency—and a big, bright exit hatch for each.
The takeaway? It’s easier than ever for your customers to unsubscribe, making it more important than ever to send only to those customers who actually want to hear from you right now.
🔗 Google’s announcement
What’s Changing?
Subscribers can now see every brand emailing them, in Gmail’s new “Manage Subscriptions” tab.
Senders are ranked by frequency, making high-volume brands more visible.
Users can now bulk review and unsubscribe from brands without opening a single email.
Why It Matters
The consequences of sending too many email to unengaged customers are higher than ever.
In the past, other email providers have followed Google’s lead, increasing stringency on spam in line with Google’s policies.
What You Should Do Now
If you aren't already segmenting based on engagement, you should start. Sending your entire list will become even riskier with this change. So it’s more important than ever to focus on engaged customers.
Not sure how to identify your most engaged customers? Sign up for a free email audit from Orita to get started.
Reminder for Orita Users
Already using Orita? You’re one step ahead
Focusing on your highly engaged and grow segments will keep you sending to your most engaged audiences, and avoid over sending to disinterested subscribers.
If you see an increase in unsubscribes in the coming months, we also have options to help you target via direct mail and SMS effectively.
Optimized segmenting matters more than ever. Send to the customers who *actually* want to hear from you *right now*, or you’re an easy click away from unsubscribed.
