Post by habiba123820 on Nov 1, 2024 22:22:59 GMT -5
At the end of May, Google announced the release of a "new version" of its Gmail email service. This new interface panicked bloggers and some email marketers who thought that this change was not without consequences, especially since Gmail had 425 million active users in June 2012.
If you use Gmail, you've probably noticed some changes in the last few weeks, if not, you should soon. The email service now automatically sorts the emails you receive into three tabs :
– Main: these are “conversations and messages between two people, not displayed in other tabs”, in other words personal emails.
– Social networks: these are “messages wordpress web design agency from social networks, media sharing sites, online dating sites and other social websites”
– Promotions: This category is for “promotions, offers, and other commercial messages.” In other words, Gmail tries to group all email campaigns (newsletters or advertisements) into this tab.
It is this last tab that will catch our attention because it is there that the email campaigns that you will send to your Gmail recipients will be classified.
gmail tabs
From a consumer's point of view, this new feature may seem particularly interesting given the saturation of mailboxes. Indeed, they are overloaded and users may have difficulty finding their way between personal or professional emails, social network notifications, discount vouchers and promotional offers. Thus, they can very quickly see so-called priority messages, i.e. conversations. However, some users may not like Google sorting their emails for them.
On the other hand, on the marketing email side, concern is growing. At Sarbacane, we believe that there is no need to worry . Here's why:
This has no impact on deliverability
This update is not a new anti-spam from Google. In no case will this new version of Gmail have an impact on deliverability , because it is not a filtering but a sorting, nuance. It is therefore rather the visibility of the emails that will be affected, because the recipient will have to think about consulting the tab to read your message.
This update impacts ALL campaigns
All newsletters and other campaigns now arrive in this tab. At the beginning of the deployment, some thought they had found "tricks" to bypass this tab but Google very quickly rectified the situation. Today, we know that Gmail relies on several criteria to sort emails and that it is now impossible to arrive in the main inbox by sending an email campaign. And in any case, even if some can still manage to bypass Google's system, this practice will be fought by Gmail until the "Main" tab no longer contains any campaigns.
The good news is that users have no choice but to go to this tab to view emails that interest them. Before this update, if an email was not of interest to a user, they would not open it or delete it. This behavior should not change. However, when an email is expected or matches a user's interest, then the user will open the email.
Your opt-in recipients want your emails
While some Gmail users will be less likely to check emails in the Promotions tab, others will pay even more attention because they will deliberately go there to find them. There are indeed many recipients who enjoy receiving your emails and that is why they do not unsubscribe!
Your recipients will be more attentive
Your campaigns will have less competition. In fact, your messages are usually drowned in the flood of personal, professional or commercial communications. Today, your campaigns appear in a specific tab. We can assume that when Gmail users look at the “Promotions” tab, they will be more attentive when viewing these messages. However, you will have to work to stand out from the other commercial messages appearing in this tab.
Gmail accounts for 4% of global email traffic
According to a study from July 2013, Gmail webmail has a market share of 4% worldwide [1] . We know that for France, it is even less. So don't panic, on all of your lists, this should logically not have a very big impact.
Also, be aware that Gmail users who use the native iOS and Android email apps are not affected by this update. Campaigns will arrive in the main inbox.
The first studies are reassuring
Several studies have been conducted in the United States to measure the impact of this new interface on opening rates. None have demonstrated a significant drop in activity. In any case, given the little hindsight we have to date, it is difficult to know how recipients' behaviors will change.
Here are some tips we can give you to help you maintain a satisfactory opening rate.
If you use Gmail, you've probably noticed some changes in the last few weeks, if not, you should soon. The email service now automatically sorts the emails you receive into three tabs :
– Main: these are “conversations and messages between two people, not displayed in other tabs”, in other words personal emails.
– Social networks: these are “messages wordpress web design agency from social networks, media sharing sites, online dating sites and other social websites”
– Promotions: This category is for “promotions, offers, and other commercial messages.” In other words, Gmail tries to group all email campaigns (newsletters or advertisements) into this tab.
It is this last tab that will catch our attention because it is there that the email campaigns that you will send to your Gmail recipients will be classified.
gmail tabs
From a consumer's point of view, this new feature may seem particularly interesting given the saturation of mailboxes. Indeed, they are overloaded and users may have difficulty finding their way between personal or professional emails, social network notifications, discount vouchers and promotional offers. Thus, they can very quickly see so-called priority messages, i.e. conversations. However, some users may not like Google sorting their emails for them.
On the other hand, on the marketing email side, concern is growing. At Sarbacane, we believe that there is no need to worry . Here's why:
This has no impact on deliverability
This update is not a new anti-spam from Google. In no case will this new version of Gmail have an impact on deliverability , because it is not a filtering but a sorting, nuance. It is therefore rather the visibility of the emails that will be affected, because the recipient will have to think about consulting the tab to read your message.
This update impacts ALL campaigns
All newsletters and other campaigns now arrive in this tab. At the beginning of the deployment, some thought they had found "tricks" to bypass this tab but Google very quickly rectified the situation. Today, we know that Gmail relies on several criteria to sort emails and that it is now impossible to arrive in the main inbox by sending an email campaign. And in any case, even if some can still manage to bypass Google's system, this practice will be fought by Gmail until the "Main" tab no longer contains any campaigns.
The good news is that users have no choice but to go to this tab to view emails that interest them. Before this update, if an email was not of interest to a user, they would not open it or delete it. This behavior should not change. However, when an email is expected or matches a user's interest, then the user will open the email.
Your opt-in recipients want your emails
While some Gmail users will be less likely to check emails in the Promotions tab, others will pay even more attention because they will deliberately go there to find them. There are indeed many recipients who enjoy receiving your emails and that is why they do not unsubscribe!
Your recipients will be more attentive
Your campaigns will have less competition. In fact, your messages are usually drowned in the flood of personal, professional or commercial communications. Today, your campaigns appear in a specific tab. We can assume that when Gmail users look at the “Promotions” tab, they will be more attentive when viewing these messages. However, you will have to work to stand out from the other commercial messages appearing in this tab.
Gmail accounts for 4% of global email traffic
According to a study from July 2013, Gmail webmail has a market share of 4% worldwide [1] . We know that for France, it is even less. So don't panic, on all of your lists, this should logically not have a very big impact.
Also, be aware that Gmail users who use the native iOS and Android email apps are not affected by this update. Campaigns will arrive in the main inbox.
The first studies are reassuring
Several studies have been conducted in the United States to measure the impact of this new interface on opening rates. None have demonstrated a significant drop in activity. In any case, given the little hindsight we have to date, it is difficult to know how recipients' behaviors will change.
Here are some tips we can give you to help you maintain a satisfactory opening rate.