<p>Contrary to popular belief, Gmail's new unsubscribe button is a good thing for marketers.</p><p>When Google announced last month that it was adding a prominent "unsubscribe" button to promotional emails in Gmail, the company made it easy for consumers to permanently remove themselves from brand mailing lists. On top of the recent introduction of the "promotions" tab and a change to the way it displays images that limits the amount of available consumer data, some marketers are starting to feel like Google is out to get them.</p><p>But while the latest new feature may cause more Gmail users to unsubscribe from future emails, that's not necessarily a bad thing for marketers. After all, users will find a way to opt out of emails they don't want, and they only pay attention to messages that are relevant to them. With the introduction of the new unsubscribe button in the email header, the Gmail team is doing marketers a favor.</p><p>Without the convenience of an unsubscribe button, users who can't easily find the opt-out link at the bottom of an email often resort to marking messages as spam. Even if a customer had signed up for promotional emails at some point, this action can contribute to a brand being labeled a spammer and cause major deliverability problems. If recipients instead use the unsubscribe button for unwanted messages, brands will avoid the dreaded ISP blacklists that do far more damage to a business than losing subscribers.Gaining consumer insights</p><p><a href="http://venturebeat.com/2014/03/07/why-marketers-shouldnt-fear-gmails-new-unsubscribe-button/">Keep reading...</a></p><p>Read also:</p><p><a href="http://www.tampabay.com/news/business/personalfinance/gmail-adds-unsubscribe-button-to-help-reduce-marketing-emails/2169191">Gmail adds &#039;unsubscribe&#039; button to help reduce marketing emails</a> (Tampabay.com)</p><p>Explore: <a href="http://news.google.com/news/more?ncl=ddWGoeDwDUOqxcM75gsnU7eF7aa7M&authuser=0&ned=us">2 additional articles.</a></p>