Gmail's new controls let users see and manage email frequency, forcing brands to choose between sending more often and looking spammy. High-volume senders now risk appearing annoying compared to competitors, even with similar engagement rates.
Google is giving users more control and visibility into their email consumption. And so as marketers, we almost need to work with— work with it, not against it.
Yeah, absolutely. And I'd say one more thing I want to quickly mention is this view isn't just about an unsubscribe risk. It's more about like competitive positioning as well. So if a customer looks at their subscription and they see you sending 30 emails a month while your competitor sends 8, but they're engaging with both brands similarly, guess who looks more annoying?
The perception battle. Quality over quantity has never been more important than now.
