The information had leaked in April 2024. It's now official: the "Manage Subscriptions of Gmail (or «Manage your subscriptions» in French) has been rolling out since March 2025. It arrived in France at the end of November 2025. For the moment, the feature is not deployed in the mobile application, but it is available in webmail.
Designed for make it even easier to unsubscribe from commercial e-mailsThis new feature allows users to view and manage all their subscriptions in one place.
Another step forward in Gmail's fight against spam emailing practices abusive (1TP10CommercialPressure, 1TP10Spam, 1TP10Inactive), having already hardened its deliverability rules in January 2024.
Table of contents
What is Gmail's "Manage subscriptions" feature?
The first mention of this feature appeared in April 2024 on the website PiunikaWebrevealed that Gmail was working on a "Manage Subscriptions" module integrated directly into the interface, accessible via the sidebar.
Here's how it looks on French webmail:
«Manage Subscriptions» is an internal preference center within Gmail that allows users to view most of the companies whose emails they receive, and unsubscribe from their emails with just two clicks.
The system is built on List-Unsubscribe, the technology that became mandatory for mass-mailers almost two years ago, and which allows Gmail users to see an unsubscribe button directly in the webmail interface.
In concrete terms, this feature allows you to :
- See at a glance the list of newsletters and email marketing to which you have subscribed,
- View the commercial pressure exercised by each shipper by displaying the number of newsletters sent per quarter.
- less than 10 e-mails per quarter
- between 10 and 20 e-mails per quarter
- more than 20 e-mails per quarter
- Unsubscribe in one click, via direct link integration List-Unsubscribe in the
👉That's the beauty of this new feature: a centralized dashboard to clean up your mailbox without having to open each email one by one. A real revolution on the user side.
What is the immediate impact?
It's hard to say whether this new feature will generate a peak in unsubscribing. If it does, it will be temporary. But you shouldn't be afraid of it. On the contrary, better access to unsubscribe will improve some of the signals influencing reputation (spam complaints, inactivity, opens, clicks...).
What can I do? Check your List-Unsubscribe granularity
Gmail uses List-Unsubscribe to assess whether you're managing your unsubscribe processes correctly. And this evaluation is done by the From address (or by something called the List-id, but that's another story).
In concrete terms: if a user unsubscribes via List-Unsubscribe from an email sent by newsletter@votredomaine.com, Gmail expects to stop receiving emails from this From address.
BUT, perhaps your List-Unsubscribe configuration doesn't respect this principle. And this could well have a major impact on your reputation and therefore your deliverability (in any case, you're going to get red in the Google Postmaster Tools compliance table).
You should make a few checks as described in our article on List-Unsubscribe to avoid being penalized.
Respect emailing best practices
As with every new Gmail feature (new spam filters, authentication indicators, deliverability rules...), this functionality is a must. strong reminder for marketers : not respecting your target = being ignored or blocked.
Here are a few simple rules to keep you on track and preserve your opening rates:
- Produce genuinely useful content for your subscribers. Avoid empty messages or full promotions. They get bored.
- Tailor your sales pressure to your profiles. The famous "2 messages per week per individual" to the whole base no longer works.
- Weed out the inactive after a few months.
- Segment and clean up your lists regularly.
- Collect explicit consent (opt-in), SAME for your customers. Even if the legal framework still allows emails to be sent to active customers without the need for opt-in, this is no longer enough to maintain a good reputation as a sender.
Conclusion: should you stress?
Gmail gives users more and more power. And that power includes the ability to delete senders from their mailboxes with a single click.
Will this feature be consulted a lot? Will we see a spike in unsubscribes? Not so sure. Every time there's a new feature, marketers get nervous, and then it quickly fades away.
Marketers who should be stressed are :
- Senders who use non-segmented mass emailing.
- Those who send far too often, with no perceived value.
- Subscriber bases filled with inactive or poorly qualified addresses.
- Those who still believe that "more emails = more business".
It's up to you to earn your place in their inbox 😉
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