Are Google Tabs Coming Between You and Your Customers?
Google recently turned the email marketing world upside down. While many email marketers have hit the panic button, there are a lot of misconceptions about these changes, and they could actually be a good thing.
As marketers we have to admit that the last few years have seen an influx of communication in our inboxes. This has led to unopened emails tripling in quantity, and a loss of effectiveness. I used to get about 2-3 personal emails a day and now I receive almost 15 emails from vendors reaching out to me. Of course I don’t mind the delivery of a good deal, but the daily consumption of all those emails is starting to cause email fatigue for everyone!
Gmail’s Inbox sorting changes sought to remedy this inbox bombardment. It’s certainly a departure from what everyone is used to, but as marketers we need to have a clear understanding that our promotional emails have not been relegated to the SPAM folder. The new tabs are designed to filter through the multiple types of mail that folks receive, and they also develop two new places for Google’s ad placement (wink wink).
The change is not as dramatic as you might think. Check out this stat:
Yesmail, a marketing company that delivers about 40 billion e-mails a year for companies such as eBay (EBAY) and Hewlett-Packard (HPQ), says the share of marketing e-mails that were opened—a metric that traditionally ranges from 0 to about 25 percent—has dropped by less than 1 percent with the changes. (http://www.businessweek.com/articles/2013-08-19/is-the-new-gmail-killing-e-mail-marketing)
Marketers do need to take the time and inform their Gmail recipients about how to move the email over to the Primary tab so they never miss the latest and greatest. With one simple click of a mouse, all future messages will go directly to the Primary tab and you no longer need to fear that your message is “hiding” in the Promotions tab.
This change also serves as a reminder to really focus on the content of marketing emails (instead of what inbox it ends up in). If you are creating a truly compelling reason for clients to read your emails, recipients will gladly move your correspondence into the Primary tab. Make sure your email marketing campaigns are well-targeted and relevant!
Never miss an alert! It just takes one click to get your Listing e-Alerts back in your Primary tab. Use the guide below.
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