Gmail just unveiled a new search feature that will give users all kinds of new power to find the emails they want… and bury those they don’t.

Effective immediately, Gmail users can search through their emails by filesize or word combinations; you can even exclude certain types of emails using a hyphen. From the Gmail support page:

Advanced search operators are query words or symbols that perform special actions in Gmail search. These operators allow you to find what you’re looking for quickly and accurately. They can also be used to set up filters so you can organize your inbox automatically. Some of the most useful operators are listed below.

If you wanna read all about the new filtering options, of which there are many, read this. Gmail users can actually click on your emails and use them to create a custom filter. It takes only a few seconds and it’s definitely something to keep in mind…

So why is this all happening now? Haven’t always complained about spam and aggressive marketing? The reason is MOBILE.

Now that we carry our email around in our pockets, read in bed, and even take into the bathroom… it’s becoming even more important that we filter. Users are simply demanding greater control, and companies like Google are trying to differential themselves by providing that control.

That’s why you must rethink your email strategy. It must be mobile friendly in tone and format, i.e. don’t make your subscribers mad…

If you make your subscribers angry, they don’t even need to unsubscribe necessarily. They can simply filter you out — which may severely affect your open rates.

We’re entering a new, user-dominated era in internet marketing. Users have the control now, and they’re only getting more, which is a good thing. BUT it means that you can’t simply “push” your messages in front of them.

Gmail is a bellwether here in the world of email services. Outlook, Yahoo, and other will follow…

Should you limit your email schedule? Probably. Should require double opt-ins? Depends on your goals.

You should definitely watch you campaigns closely for fatigue or drastic drops in “opens” and CTRs. If you get filtered out of someones inbox, it might as well be permanent.

As the largest email service on the planet (arguably), and the largest provider of priority inboxes (definitely), Gmail is pretty much the golden goose of email marketing. As Gmail goes, so does email marketing…

Sure, Hotmail and Yahoo have tons of users, but as email marketers know well Hotmail and Yahoo accounts are typically spam-boxes, used to opt-into sweepstakes and other junk.