The average user has over 1,000 unread emails piling in their inbox. And while some people manage to get their unread email count to 0, others struggle with tens of thousands of emails.

Obviously, this has a great impact on the usability of email. It’s also bad news for marketers—if your customer has 1,500 unread emails, chances are they won’t read your next email. And the next one after it, too.

That’s why Google is back with yet another update meant to improve the email experience for ordinary users (we’ve already covered Gmail updates to unsubscribe features and email tracking in our blog).

What is the “Manage Subscriptions” feature?

“Manage Subscriptions” is the latest in Gmail’s efforts to battle digital clutter and spam. Tucked inside the left-hand bar, right below the “Spam” and “Trash” sections, this new feature allows you to see all your active email subscriptions in one list.

When you open the “Manage Subscriptions” tab, Gmail shows you:

• Who’s emailing you—all your senders and newsletter providers, including their sender names and emails.
• How often they’re sending—an overview of recent send rates (like “20+ emails recently”).
• An unsubscribe button—a single click to remove yourself from each sender’s mailing list.

This approach is much simpler for end-users than manually going through a list of emails and unsubscribing from each sender separately.

Whether you’re tired of old newsletters, brand promos, or random mailing lists you don’t remember subscribing to, “Manage Subscriptions” cuts the clutter and saves you from unsubscribing one email at a time. Keep in mind, though, it’s still in gradual rollout—so if you don’t see it in your sidebar yet, just check back soon.

How to access and use the “Manage Subscriptions” feature

Google started silent testing of the “Manage Subscriptions” feature last year. As of April 2025, it’s still in the early stages of the rollout—not every Gmail user can access it, and it’s primarily available to Gmail users from the US. To see if your account has access to it:

1. Head to your Gmail inbox.
2. Expand the left sidebar—Look for the “More” option and click it.
3. Look for the “Manage Subscriptions” tab. If you can’t see it, the feature isn’t available for you yet, and you will have to wait.
4. If it’s there, click on the tab. This opens a dashboard where you’ll see every sender currently emailing you, along with details on how frequently they’ve hit your inbox.
5. Click “Unsubscribe” next to any sender, if you no longer wish to receive email from them. It may take a few days for the sender to update their list and stop sending you messages.

How this can affect email marketers

For businesses relying on email marketing, Gmail’s “Manage Subscriptions” is yet another reminder to keep sending high-quality and relevant messages. Because users can now see all senders at once—and unsubscribe in a single click—any brand that blasts out poorly targeted or overly frequent emails risks a swift exit.

Marketers who already follow best practices, including:

• Using double opt-in
• Integrating BIMI 
• Creating content that engages and delights readers 
• Carefully segmenting the audience
• Personalizing email communication
• Collecting database wisely 
• Use AI to send right message to right people

should have no complications because of this update.

Unlike previous Gmail updates, the “Unsubscribe” button, and email tracking tweaks, this one should have little effect on marketers. However, it’s another indication that Google is serious about combating spam and improving user experience. 

It’s a great time for you to review your email marketing approaches, so your customers aren’t tempted to click “Unsubscribe” when they see an email from you. And if you’re not sure how to do this, our marketing experts will gladly help you—just fill in the form below.

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