Unsubscribe Button Survey: New Gmail Addition Could Impact Email Marketing

Gmail just added a new unsubscribe button toward the top of emails from commercial lists. Email newsletters have been popular for years. But plenty of people have had to deal with commercial emails they never even signed up to receive. So making it easier for users to unsubscribe could be seen as a plus. But it could definitely impact the reach of companies that rely on email marketing. How much do consumers think the new unsubscribe button will impact email marketing?

unsubscribe button

Email Newsletters

In Ask Your Target Market’s latest survey, 32% of respondents said that they currently subscribe to many different email newsletters. 34% said they only subscribe to one or two email lists or newsletters. And 34% of respondents said they don’t subscribe to any.


But plenty of commercial emails get through to consumers without them ever actually subscribing. 28% of respondents said that they often receive emails from businesses or other newsletter lists that they didn’t sign up for. 46% said they sometimes receive commercial emails they never signed up for. 17% said they rarely receive these types of emails. And just 9% never receive them.

So how many actively unsubscribe to these emails? 24% of those who’ve received unsolicited commercial emails said that they always unsubscribe from them. 38% said they unsubscribe from email newsletters they receive in error most of the time. 20% said they do so about half the time. 15% said they rarely unsubscribe from email lists. And 2% said they never do.

Unsubscribe Button

Since Gmail added the unsubscribe button to the top of commercial emails, many have suggested that it will lead to more people unsubscribing from these email lists. And consumers agree. 35% of respondents said they think Gmail’s unsubscribe button will definitely lead to more people unsubscribing from commercial emails. 49% think Gmail’s new button will probably lead to more people unsubscribing from email lists. 12% think it probably won’t make any difference. And 4% definitely think it won’t make any difference.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: unsubscribe from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 11 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.