Gmail is the email client of choice for a good chunk of people, and also the changes they create affect marketers everywhere. It’s essential that you stay up to date with these changes as they occur, as they possibly can have a direct impact on your open rates. Gmail Tabs is a feature that Gmail is still adjusting, and also the latest tweak could provide you with an advantage over other marketers if you plan for it now.
Gmail – Gmail’s state they fame is its simple ui, its impressive search feature, its aggressive spam filtering, and the ease at which users can produce automatic mail filters. Gmail’s creator, Paul Buchheit, however, states that they were in no way sure that Gmail would ever find popularity. Buchheit recounts the dogged determination which was necessary to take Gmail coming from a niche product used mainly by Silicon Valley insiders for an email service for your masses. In fact, in accordance with Buchheit, the 1st time the product received more positive feedback than negative was in its semi-private beta in 2004.
Today, however, gmail link is gobbling up market share in an alarming rate. Exact market share estimates vary, but most have Outlook and Gmail neck and neck, with the very slight advantage for Outlook. If the trend continues, however, Gmail will overtake Outlook in 2015 or 2016. If the doesn’t set off alarm bells for you, it ought to: Gmail would be the main way people receive email, and they also have recently demonstrated what could be construed as being an anti-marketer stance.
The Tab System – In late 2013, Gmail presented a whole new feature to any or all users, Gmail Tabs. This technique is Gmail’s first major interface overhaul and includes four default tabs: Primary, Promotional, Social, and Updates.
The tabs more or less do what their names imply, and users can inform Gmail to put mail into specific tabs by simply dragging and dropping. By placing commercial tabs inside the Promotional tab, Gmail is assisting their users focus on the mail that matters most for them.
On the contrary, this means that your commercial emails will now be dumped in a big heap with that of other marketers. Because the feature’s launch, Gmail users have reported they can simply tab over and delete these message en masse without fear of deleting any personal correspondence.
There’s little you can do in order to avoid landing inside the promotions tab-Gmail’s filters are simply too sophisticated. What you can do, however, is place an emphasis on providing value in your emails and creating a relationship with your prospect.
Then maybe your subscribers will move your mail through the Promotions tab for the Updates tab, and maybe even the Primary tab. Gmail will remember the move and can place your correspondence in those tabs going forward. Image-Based Emails – Perhaps in a nod to marketers-or perhaps simply to earn more money by themselves-Google is testing a big difference for the Promotions tab for many users.
In the new system, promotional emails are represented by way of a large square icon that features the sender’s name, their subject line, and also the first image they used within the body of the email. The photo is featured prominently, taking up one half of the icon’s space.
Marketers take note: If the system rolls out to all users, image selection will become critical. Your emails will be competing for the prospect’s attention more than ever; but if you use your images wisely, you’ll zoapjo a fighting chance.
Avoid filling this space with your logo at all costs. Stylized text may work to grab your subscriber’s attention, but the best choice would be to view this space being a slot to present your products or services in the ideal light. In the event you sell services, you can’t go too much wrong with images of small animals and human faces.
The end result is this: Gmail isn’t anti-marketer, but they have to have their users under consideration. Provide value inside your correspondence, and use images in your favor, and you will definitely stand out from the group. In the end, email delivery and open rate will almost always be metrics you must monitor and work with as a marketer.