Gmail is the email client of choice for a good chunk of end users, and also the changes they create affect marketers everywhere. It’s important that you stay abreast of these changes as they occur, as they possibly can have a direct influence on your open rates. Gmail Tabs is a feature that Gmail is still adjusting, as well as the latest tweak could give you an edge over other marketers if you plan for it now.
Gmail – Gmail’s claim to fame is its simple interface, its impressive search feature, its aggressive spam filtering, and the ease where users can create automatic mail filters. Gmail’s creator, Paul Buchheit, however, states they were by no means sure that Gmail would ever find popularity. Buchheit recounts the dogged determination which was needed to take Gmail coming from a niche product used mainly by Silicon Valley insiders for an email service for your masses. In fact, based on Buchheit, the very first time the item received more positive feedback than negative is at its semi-private beta in 2004.
Today, however, share email on teams is gobbling up market share at an alarming rate. Exact market share estimates vary, but most have Outlook and Gmail neck and neck, having an ever so slight advantage for Outlook. When the trend continues, however, Gmail will overtake Outlook in 2015 or 2016. If this type of doesn’t set off alarm bells for you, it must: Gmail will be the main way people receive email, plus they have recently demonstrated what could be construed being an anti-marketer stance.
The Tab System – At the end of 2013, Gmail rolled out a whole new feature to all users, Gmail Tabs. This technique is Gmail’s first major interface overhaul and contains four default tabs: Primary, Promotional, Social, and Updates.
The tabs pretty much do what their names imply, and users can tell Gmail to put mail into specific tabs by just dragging and dropping. By placing commercial tabs inside the Promotional tab, Gmail helps their users focus on the mail that matters most to them.
On the contrary, which means that your commercial emails will be dumped in a big heap with this of all the other marketers. Considering that the feature’s launch, Gmail users have reported they can simply tab over and delete these message en masse without anxiety about deleting any personal correspondence.
There’s little you can do to avoid landing within the promotions tab-Gmail’s filters are simply too sophisticated. What to do, however, is place a focus on providing value in your emails and constructing a relationship together with your prospect.
Then maybe your subscribers will move your mail from your Promotions tab for the Updates tab, or maybe even the main tab. Gmail will recall the move and will place your correspondence in those tabs moving forward. Image-Based Emails – Perhaps in a nod to marketers-or maybe simply to earn more income for themselves-Google is testing a change to the Promotions tab for some users.
Within the new system, promotional emails are represented with a large square icon that has the sender’s name, their subject line, as well as the first image they used in the body of the email. The photo is featured prominently, trying out 50 % of the icon’s space.
Marketers take note: If this type of system rolls out to all users, image selection will become critical. Your emails is going to be competing to your prospect’s attention more than ever; but if you use your images wisely, you’ll zoapjo a fighting chance.
Avoid filling this space along with your logo no matter what. Stylized text may work to grab your subscriber’s attention, but your best bet would be to view this space being a slot to present your products or services in the best possible light. Should you sell a service, you can’t go too far wrong with images of small animals and human faces.
The bottom line is this: Gmail isn’t anti-marketer, nevertheless they will have to have their users in your mind. Provide value within your correspondence, and utilize images to your benefit, and you will stand out from the crowd. After all, email delivery and open rate will always be metrics you have to monitor and focus on as being a marketer.