Gmail is the e-mail client of choice for a good chunk of end users, and the changes they create affect marketers everywhere. It’s crucial that you stay abreast of these changes as they occur, as they can have a direct influence on your open rates. Gmail Tabs is actually a function that Gmail is still adjusting, as well as the latest tweak could give you an edge over other marketers if you prepare for it now.
Gmail – Gmail’s claim to fame is its simple user interface, its impressive search feature, its aggressive spam filtering, and also the ease in which users can make automatic mail filters. Gmail’s creator, Paul Buchheit, however, states that they were in no way certain that Gmail would ever find popularity. Buchheit recounts the dogged determination that was necessary to take Gmail coming from a niche product used mainly by Silicon Valley insiders to an email service for that masses. In fact, according to Buchheit, the first time the merchandise received more positive feedback than negative was in its semi-private beta in 2004.
Today, however, share email is gobbling up market share at an alarming rate. Exact market share estimates vary, but a majority of have Outlook and Gmail neck and neck, with an ever so slight advantage for Outlook. If the trend continues, however, Gmail will overtake Outlook in 2015 or 2016. If this doesn’t set off alarm bells to suit your needs, it ought to: Gmail will be the main way people receive email, and they have recently demonstrated what may be construed being an anti-marketer stance.
The Tab System – At the end of 2013, Gmail rolled out a new feature for 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 pretty much do what their names imply, and users can identify Gmail to set mail into specific tabs by simply dragging and dropping. By placing commercial tabs within the Promotional tab, Gmail is helping their users focus on the mail that matters most to them.
On the other hand, this means that your commercial emails will be dumped in a big heap with that of all other marketers. Because the feature’s launch, Gmail users have reported that they can simply tab over and delete these message en masse without fear of deleting any personal correspondence.
There’s little that you can do to avoid landing within the promotions tab-Gmail’s filters are simply too sophisticated. What you can do, however, is place a focus on providing value within your emails and creating a relationship along with your prospect.
Then perhaps your subscribers will move your mail from the Promotions tab for the Updates tab, or maybe even the key tab. Gmail will remember the move and definately will place your correspondence in those tabs going forward. Image-Based Emails – Perhaps in a nod to marketers-or possibly simply to earn more money for themselves-Google is testing a big change for the Promotions tab for many users.
Within the new system, promotional emails are represented by a large square icon that features the sender’s name, their subject line, and also the first image which they used in the body in the email. The image is featured prominently, trying out 50 % of the icon’s space.
Marketers keep in mind: If the system rolls out to all users, image selection will become critical. Your emails will be competing to your prospect’s attention more than ever; but if you are using your images wisely, you’ll zoapjo a fighting chance.
Avoid filling this space together with your logo no matter what. Stylized text may work to grab your subscriber’s attention, but the best option would be to view this space as being a slot to present your product in the perfect light. Should you sell something, you can’t go too far 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 in mind. Provide value in your correspondence, and use images to your advantage, and you will definitely stay ahead of the group. After all, email delivery and open rate will always be metrics you need to monitor and work on as a marketer.