Keeping your e-shots on target: what the new Gmail feature means for marketers

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Google is rolling out a new function for Gmail that will make it even easier for consumers to banish brands from their inbox.

The new ‘unsubscribe’ button, which will appear in the subject line of emails that Google thinks may have come from a marketer or spammer, has some pretty big implications for the way brands and agencies approach email newsletter strategy.

The development follows last year’s tabbed inbox release, which saw huge drops in the open rates of brand and sales emails, with most of these types of message automatically moved into the rarely-viewed ‘Promotions’ tab.

To help you navigate the ever-increasing pitfalls of email marketing and keep your e-shots on target, we’ve compiled these top tips.

Only send the mail that matters

To borrow a phrase from Marshall Mathers, this new unsubscribe function means marketers ‘only get one shot’ to make an impression on their audience, as at…

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