When Gmail rolled out a new “Manage Subscriptions” feature last summer, we knew it would make an impact, particularly for brands that didn’t lean into segmentation and automated journeys and instead peppered users with frequent messaging that lacked personalization. Six months in, the impact is deeper than we expected. Unsubscribe rates are up an average of 50%-150% across our portfolio accounts, though we’re seeing trends and silver linings that make us optimistic about healthy email performance going forward. Let’s start with what we’ve seen in client accounts. ## How the impact of Manage Subscriptions has unfolded “Declutter your inbox with Gmail’s newest feature” was the subject of a July 8, 2025, blog post from Google introducing Manage Subscriptions. We anticipated a spike in unsubscribes during the initial rollout, followed by a decline as users moved on and forgot about the functionality.…