This Gmail change is 🤯

GM! Paperboy here 🗞️

A few recent emails I liked:

• teaser email

• new arrivals email

• summer wrapped

• back to school

• cool gif

Gmail did it again

They just rolled out a new feature that makes unsubscribing from emails easier than ever.

Open your phone → go to Gmail → click the hamburger menu (3 lines) → scroll to manage subscriptions

If you can’t see the GIF below click here (a hidden lesson here about sending GIFs).

If you’re anything like me, you just unsubscribed from 10-20 email subscriptions. Woah.

Who should be freaking out about this?

If you read my newsletter, not you.

This is going to hurt bad senders.

Brands that send very spammy and low quality emails. Brands that use templated copy with no creativity or thought. Brands that don’t respect their readers’ time.

Like you just did, when your customers go to their “Manage Subscriptions” tab, they’ll delete any brand they don’t see value in.

BUT if you send engaging emails, you should be super excited.

The inbox is clearing out.

Bad senders are getting evicted.

And the value of high quality emails just skyrocketed.

Will consumers actually use this feature?

Maybe, maybe not.

But the greater trend is here.

Gmail is fighting back clutter and simplifying the inbox to ensure users only see the content they want to (and Google ads of course).

The big push behind AI summaries started a couple of months ago. The promo tab has been in effect for a few years now. And there’s bound to be more features on the way. That’s the trend we’re going in with AI. Simplicity & convenience.

The good news? Consumers still want their brand emails. They want to shop. They want to buy stuff.

So it’s more important than ever to send good emails. Before you hit send, make sure your emails resonate. Or you’ll be left behind.

Summer’s over. School’s back. BFCM is almost here ☠️

For those of you who live in Toronto (or want to make the trip), I’m hosting an in-person BFCM Summit on Friday, Oct 3rd. Here are the details:

• 50 brands will be in attendance

• Max 1 rep per brand - Founder/CEO/COO/CMO only

• Mix of starter, 7 & 8 figure DTC brands

• Short tactical talks covering topics like scaling ads, email, hiring, etc. from other founders/operators

• No agencies or SaaS folks in attendance (no one will sell you things)

This is not a fancy conference with CEO’s from Fortune 500s talking about leadership & growth mindset. This is a highly tactical summit focused on scaling DTC brands. One of those events you leave with more ideas than you know what to do with.

There are only 25 tickets left (most have already been scooped up by my Toronto WhatsApp group). I’ll be sharing the conference with the public later this week but want to give Paperboy readers first dibs.

Tickets are only $50 CAD (basically 12 USD at the current exchange rate). It’s priced intentionally low and we only have 1 small local sponsor because I want to keep the value high and pitching of services low.

Click here to reserve your spot! And please shoot me an email if you end up signing up. Always love to meet readers in person! If you’re from out of town, also let me know, happy to help you figure out where to stay/etc.

Sorry to all my SaaS and agency people for excluding you!! Please note if you try to hide the fact that you’re selling a service you will be kicked out the day of the event.

Meme of the Week

That’s all for now,
Paperboy 🗞

p.s. Did you like the newsletter? Hate it? Reply and tell me why! I read and reply to every message.

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