You may or may not have noticed Gmail’s changes earlier this week, but Google recently rolled out a huge change to their Gmail system: TABS.
In an effort to better organize the mail coming into a user’s account, Gmail has created a three tab layout to replace the typical inbox, spam and junk folders.
These three tabs are:
Primary: only personal contact emails will fall under this tab
- Social: social media site updates and
- Promotions: emails from businesses and companies that a user would subscribe to.
The new layout comes standard with a few, but you can also add your own.
It is hard to tell the overall effect it will have as it is still in its early days, however there are several possible outcomes.
We can expect to see changes in the open rate stats. Since users are not automatically seeing merchant’s emails when they sign into their email it takes a conscious effort to go into the promotions tab and click on your email.
Mailchimp announced this week that: “before the tabbed layout, open rates to Gmail had been above 13% for 15 weeks. They never dipped below that threshold unless there was a specific holiday. For instance, weekday opens for Gmail fell to 12.5% on the week of Valentine’s day. Open rates between Christmas and New Years are an abysmal 10.5%. Something about spending time with loved ones just isn’t conducive to combing through your inbox. Weird, right?
Before, all emails were treated equal and right in front of you, ready for your attention. However now with this new segmentation, they might end up entirely out of site, and cluttered amongst the masses of other merchant emails. .
For marketers who are trying to establish a personal relationship with their customers, this change can be frustrating.
Besides being conscious of the changes, this also calls for more advertising techniques. With all companies and all their promotions aggregated in one location, there has never been more importance in ensuring your Subject line catches attention and the timing of your email is right.
We’ll keep a close eye on the outcomes of this change… and so should you!