Email isn’t dying, but the way people unsubscribe has changed .  In 2026, inbox providers like Gmail and Apple Mail increasingly control the “unsubscribe moment” directly in the inbox User Interface (UI). That makes the old approach, hiding an unsubscribe link in the footer and calling it done, insufficient  for both user experience and deliverability.  This is what’s changed and what marketers should do about it.  The unsubscribe moment has moved to the inbox Gmail now offers a Manage...

When we consider email performance, unsubscribe rates often trigger immediate concern. A spike feels like something's gone wrong. In 2026, that assumption needs a reset. Unsubscribing has become faster, easier and more visible across modern inboxes. As a result, unsubscribes aren't a reliable indicator of failure anymore. They're increasingly a signal of preference and control, and when handled well, a sign of a healthier email programme. The real risk isn't unsubscribes themselves. It's how...

As a marketing or communications manager, you're no stranger to the pressure of creating engaging content on a tight deadline. You're not...