Gmail is the email client of choice for a good chunk of people, and the changes they make affect marketers everywhere. It’s important that you stay up to date with these changes as they occur, as they possibly can have a direct effect on your open rates. Gmail Tabs is a feature that Gmail is still adjusting, and also the latest tweak could offer you an edge over other marketers if you plan for it now.
Gmail – Gmail’s state they fame is its simple interface, its impressive search feature, its aggressive spam filtering, and the ease at which users can create automatic mail filters. Gmail’s creator, Paul Buchheit, however, states they were in no way confident that Gmail would ever find popularity. Buchheit recounts the dogged determination that was necessary to take Gmail from the niche product used mainly by Silicon Valley insiders with an email service for that masses. In reality, according to Buchheit, the very first time the merchandise received more positive feedback than negative is at 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 most have Outlook and Gmail neck and neck, having an ever so slight advantage for Outlook. If the trend continues, however, Gmail will overtake Outlook in 2015 or 2016. If this type of doesn’t set off alarm bells for you personally, it should: Gmail would be the main way people receive email, plus they have recently demonstrated what may be construed being an anti-marketer stance.
The Tab System – In late 2013, Gmail presented a brand new feature to all users, Gmail Tabs. This method is Gmail’s first major interface overhaul and consists of 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 just dragging and dropping. By placing commercial tabs within the Promotional tab, Gmail is helping their users focus on the mail that matters most for them.
On the other hand, which means that your commercial emails can be dumped in a big heap using that of all the other marketers. Since the feature’s launch, Gmail users have reported that they may 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 in the promotions tab-Gmail’s filters are simply too sophisticated. What you can do, however, is place a focus on providing value in your emails and creating a relationship along with your prospect.
Then perhaps your subscribers will move your mail from your Promotions tab towards the Updates tab, and maybe even the key tab. Gmail will recall the move and definately will place your correspondence in those tabs moving forward. Image-Based Emails – Perhaps in a nod to marketers-or maybe just to earn more money by themselves-Google is testing a change for the Promotions tab for many users.
Within the new system, promotional emails are represented by way of a large square icon that has the sender’s name, their subject line, as well as the first image which they used within the body from the email. The image is featured prominently, taking up one half of the icon’s space.
Marketers keep in mind: If the system rolls to all users, image selection can become critical. Your emails will likely be competing for 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 along with your logo at all costs. Stylized text may work to grab your subscriber’s attention, but your best bet is always to view this space as being a slot to show your product in the best possible light. In the event you sell a service, 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, nevertheless they do have to have their users in mind. Provide value in your correspondence, and make use of images in your favor, and you will stay ahead of the competition. All things considered, email delivery and open rate will always be metrics you have to monitor and focus on as being a marketer.