Tag Archives: live content

The Impact of Gmail’s New Inbox: Top Three Considerations for Email Marketers

Gmail's new "Promotions" tab

At the end of May, Gmail announced a “new inbox” that automatically sorts users’ email into three different tabs: “Primary,” “Social,” and “Promotions.” Now that Gmail’s redesigned inbox has started to roll out—what have we observed so far, and what key considerations should email marketers keep in mind for future promotional campaigns?

Our VP of Marketing, Jordan Cohen, shared his perspective on this subject in a few different publications recently. Below are his top three considerations for email marketers:

1.    Send-time optimization will be an exercise in futility.
“Is Gmail’s New Inbox an Email Marketing Killer?” July 19, 2013, EContent Magazine
“Marketers do need to account for the greater length of time that will take place between the moment they hit the send button, and the moment the recipient actually opens the email. A marketer’s ever-popular ‘One Day Only Sale’ email might be expired by the time the recipient gets around to visiting the Promotions tab. Travel and event tickets, and limited availability inventory might be sold out.”

2. When users do check the “Promotions” tab, they will be in a buying mode.
“Gmail Inbox revamp spells trouble for time-sensitive mobile offers,” July 23, 2013, Mobile Marketer
“If people click on the promotions tab, it means they are in a higher-intent buying mode… It means they are clicking the tab thinking I want to go and see what commercial offers are waiting for me in my email inbox as opposed to having all email in a single inbox and missing some stuff there.”

3. The macro-trend of rising smartphone adoption may offset the impact of Gmail’s new inbox, but this change cannot be ignored.
“Coping With The New Gmail Inbox,” July 24, 2013, MediaPost
By last count (June 2012), there were 425 million Gmail users in the world, and it may be up to half a billion by now—so the effect can potentially be substantial. That said, the larger macro-trend of rising smartphone adoption means that the number of consumers who actually use the tabbed Gmail interface will be smaller.

BUT even though not all Gmail users will be using the new, tabbed inbox system, there will still be millions — if not hundreds of millions — who will, representing anywhere from 10% to 20% of an average B2C email marketer’s list. Marketers will have to rise to the occasion and adopt new strategies and technologies if they want to stay relevant with their Gmail-using recipients.”

 

Have questions on Gmail’s new inbox? Leave a comment below, or reach out to us directly at contact@movableink.com.

Interested in learning more about how agile email marketing can benefit your email marketing goals? Get started with Movable Ink here.

Movable Ink Presents at the Experian Marketing Services 2013 Client Summit in Las Vegas

Ryan, Tim, Rachel, and Jason of the Movable Ink team at the Summit.

Ryan, Tim, Rachel, and Jason of the Movable Ink team at the Experian Marketing Services 2013 Client Summit on July 10- 12, 2013.

Last week, Movable Ink joined digital marketers from the world’s leading brands at the Experian Marketing Services 2013 Client Summit in Las Vegas. This year’s Summit focused on the evolving consumer landscape and strategies for effective cross-channel marketing that create meaningful interactions.

Movable Ink’s first session was a roundtable on “Agile Email Marketing & the Future of the Inbox.” Our VP of Product, Jason Valdina, led an interactive discussion on next-generation technologies that are making email marketing campaigns, and the process of producing them, more agile.

Our second session, “Bringing Agility to the Inbox with Live Content,” offered an overview of how Movable Ink’s technology allows marketers to develop more agile and ROI-focused campaigns. Our Co-Founder and CEO, Vivek Sharma, gave attendees a first-look into the next step in the evolution of our agile email marketing platform. We were fortunate to be joined by some of our customers who shared various ways Movable Ink makes their emails stand out in the inbox.  Special thank you to Renee Adams, Director of Direct Marketing for RadioShack, Carri Urbanski, Email Marketing Manager for Express, and Grace Low, Digital Marketing Manager for Comedy Central, for joining us! (To see examples of agile email campaigns from RadioShack, Express, Comedy Central, and other leading brands, check out our Pinterest page).

We greatly enjoyed our time at the Experian Marketing Services 2013 Client Summit, and are already looking forward next year’s! If you have any questions about topics covered in our sessions at the Summit, feel free to reach out at contact@movableink.com.