Gmail's new subscription view exposes why people unsubscribe: marketers send too many emails that don't match what customers actually want. The fix isn't sending less overall, but segmenting better and cutting the irrelevant stuff so engaged customers stay engaged.
The issue is less about frequency and it's more about frequency relative to the relevance and engagement aspects. So let's say you're sending 20 emails a month, but people are opening, engaging with most of them, right? Then you're probably fine. You're probably okay. However, if you're sending that same number of emails, those 20 emails, people haven't opened in 6 months, you're exactly the target for who this feature is designed to help users, customers, subscribers get rid of.
And that's such an important distinction because I've seen brands panic and cut their email frequency dramatically, and then their revenue tanks because they stopped reaching their engaged customers too? And the answer isn't really less emails, it's better segmentation and probably more relevant emails ultimately.
100%. Boris over from the Omnisend team, I think, said it perfectly. Send fewer but more relevant and important messages and make sure your segmentation is spot on. I think that was like a really simple way to say it. And if you're sending 20+ emails a month, let's call it, subscribers never engage with, you're creating recipient fatigue and pushing them towards that unsubscribe button with ease, right?
