Gmail is the e-mail client preferred by a good chunk of users, and the changes they make affect marketers everywhere. It’s important that you stay abreast of these changes as they occur, because they can have a direct effect on your open rates. Gmail Tabs is a function that Gmail is still adjusting, and also the latest tweak could provide you with an advantage over other marketers if you prepare for it now.
Gmail – Gmail’s state they fame is its simple user interface, its impressive search feature, its aggressive spam filtering, and the ease at which users can make automatic mail filters. Gmail’s creator, Paul Buchheit, however, states that they were by no means certain that Gmail would ever find popularity. Buchheit recounts the dogged determination which was needed to take Gmail from a niche product used mainly by Silicon Valley insiders to an email service for your masses. Actually, based on Buchheit, the 1st time the product 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 many have Outlook and Gmail neck and neck, with an ever so slight advantage for Outlook. When 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 could 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 essentially do what their names imply, and users can inform Gmail to set mail into specific tabs by simply dragging and dropping. By placing commercial tabs inside the Promotional tab, Gmail helps their users focus on the mail that matters most for them.
On the other hand, this means that your commercial emails will be dumped in a big heap with this of 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 that can be done to prevent landing inside 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 through the Promotions tab for the Updates tab, or maybe even the Primary tab. Gmail will remember the move and can 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 change towards the Promotions tab for a few users.
In the new system, promotional emails are represented by way of a large square icon that includes the sender’s name, their subject line, and also the first image they used in your body of the email. The image is featured prominently, taking up one half of the icon’s space.
Marketers be aware: If the system rolls in the market to all users, image selection will become critical. Your emails will likely be competing for the prospect’s attention more than ever; but if you are using your images wisely, you’ll zoapjo a fighting chance.
Avoid filling this space with your logo no matter what. Stylized text may try to grab your subscriber’s attention, but the best choice is always to view this space being a slot to present 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.
The bottom line is this: Gmail isn’t anti-marketer, but they will have to keep their users in mind. Provide value in your correspondence, and utilize images to your advantage, and you will definitely stand out from the crowd. After all, email delivery and open rate will be metrics you must monitor and focus on being a marketer.