Gmail is the email client preferred by a good chunk of users, as well as the changes they create affect marketers everywhere. It’s crucial that you stay abreast of these changes as they occur, because they can have a direct influence on your open rates. Gmail Tabs is a feature that Gmail is still adjusting, and the latest tweak could offer 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, as well as the ease at which users can make automatic mail filters. Gmail’s creator, Paul Buchheit, however, states they were in no way certain that Gmail would ever find popularity. Buchheit recounts the dogged determination that was needed to take Gmail from a niche product used mainly by Silicon Valley insiders for an email service for that masses. In reality, based on Buchheit, the 1st time the product received more positive feedback than negative is in its semi-private beta in 2004.
Today, however, share email in slack is gobbling up market share with an alarming rate. Exact market share estimates vary, but a majority of have Outlook and Gmail neck and neck, having an very slight advantage for Outlook. In the event the trend continues, however, Gmail will overtake Outlook in 2015 or 2016. If the doesn’t set off alarm bells to suit your needs, it ought to: Gmail could be the main way people receive email, and they also have recently demonstrated what might be construed being an anti-marketer stance.
The Tab System – In late 2013, Gmail rolled out a new feature for all users, Gmail Tabs. This method is Gmail’s first major interface overhaul and contains four default tabs: Primary, Promotional, Social, and Updates.
The tabs essentially 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 in the Promotional tab, Gmail helps their users focus on the mail that matters most in their mind.
On the contrary, this means that your commercial emails will be dumped in a big heap with that of all the other marketers. Because the feature’s launch, Gmail users have reported that they may simply tab over and delete these message en masse without anxiety about deleting any personal correspondence.
There’s little you can do to prevent landing in the promotions tab-Gmail’s filters are only too sophisticated. What to do, however, is place a focus on providing value inside your emails and creating a relationship together 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 recall the move and will place your correspondence in those tabs moving forward. Image-Based Emails – Perhaps in a nod to marketers-or perhaps just to earn more income for themselves-Google is testing a big difference for the Promotions tab for some users.
Inside the new system, promotional emails are represented by a large square icon that has the sender’s name, their subject line, and also the first image which they used in the body from the email. The photo is featured prominently, taking on 50 % of the icon’s space.
Marketers be aware: If the system rolls to all users, image selection can become critical. Your emails will likely be competing to your prospect’s attention more than ever before; but if you use your images wisely, you’ll zoapjo a fighting chance.
Avoid filling this space together with your logo no matter what. Stylized text may try to grab your subscriber’s attention, but your best bet would be to view this space being a slot to display your products or services in the best possible light. In the event you sell services, you can’t go very far wrong with images of small animals and human faces.
In essence this: Gmail isn’t anti-marketer, nevertheless they do have to keep their users in your mind. Provide value in your correspondence, and use images to your advantage, and you may stand above the group. All things considered, email delivery and open rate will always be metrics you must monitor and focus on as a marketer.