How to prepare for Gmail's new "unsubscribe" button

02/24/2014 | B2C Marketing Insider

Google is reportedly preparing to introduce a new Gmail feature that places an "unsubscribe" button in a prominent place at the top of promotional e-mails. Marketers can prepare for this change with several steps, including making sure their e-mails look attractive on mobile devices, testing different frequencies to find the optimal send rate and including media such as video or images to boost engagement, writes Dave Rigotti.

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