Google has again taken a step towards the remodeling of the face of email marketing. Gmail users now have the tab ‘promotions’.
The new tabs that Gmail has introduced, include one with the name ‘advertising’. This is a clear step from Google, who wants to make a distinction between regular email, spam and email coming from an e-marketing channel.
Grouped in a package
This implicitly means that a Gmail user will now have the choice to read promotional email the same way he decides if he wants to open the weekly package of post advertising. Email marketing is even more being pushed into the box “promotion” that it was before. In addition, Google doesn’t even hesitate to add its own advertising banners once you click on the promotion tab. And as you know, these advertisements are context-sensitive.
Maybe more readers
On the other hand, a new opportunity could arise. A strict separation between promotional emails and the regular emails could have a positive effect. More and more people are consistently browsing through the post advertising each week. A similar effect could occur here. Therefore it might be good to wait a bit before stimulating your contacts to drag you email back to the regular inbox.
Analyse your results
Make sure you keep an eye on your Gmail contacts. Don’t just look at the open rate, but also at the clicks and possible conversions. Maybe your email won’t be read as much as you’re used to. But those Gmail users who do read it, will read much more attentively. And if your message is attractive and interesting, that conversion will follow. Either way, this trend is one to keep an eye on!
