JNC-Web-Blog-Home-Header-Banner-Image-1200x800.jpg

J&C Blog

Find all the latest marketing trends on the J&C Blog.

Demystifying Gmail’s Tabbed Inbox

Posted by Chris Gallaher on October 1, 2013

Gmail’s new tabbed inbox has given email marketers a lot to think about. Many believe their communications won’t be taken seriously or will be ignored
 completely now that they won’t be featured within a customer’s primary inbox. Email marketers are worried about performance and how being relegated to a secondary inbox could quite possibly mean the death of time-sensitive offers and timely updates. Email marketers are frantically looking for answers.

 

 

This blog aims to demystify Gmail’s tabbed inbox and provide successful email marketing techniques that give marketers more control. We’ll deep dive into the realities of how automated tabs are impacting opportunities for engagement. We’ll also explore best practices and successful email marketing fundamentals that can give your Gmail campaigns an important advantage.

 

 

Current findings don’t show a significant decline in open rates

Since July 2013, after Gmail rolled out its tabbed inbox, we’ve been closely monitoring Gmail open rates. The concern was whether or not the new tabbed inbox would hinder email opens and overall performance. The results were reassuring, with only a 0.02% open rate variance across ongoing financial services campaigns.

Return Path also backs this finding in its recent Gmail Tabs Analysis. Return Path states that users who routinely engaged with marketing emails had a slightly higher engagement level after the tabbed rollout. In addition, many industries, including banking, saw little change or even slightly better read rates since the tabbed inbox introduction.1

While it’s still early to declare that the tabbed inbox won’t negatively impact email marketers, the preliminary findings are encouraging. Email marketers need not panic unless a protracted open rate downturn is uncovered. In the meantime, we’ll examine successful email marketing techniques that can give marketers more control as they look to adapt to Gmail’s new tabbed inbox.

 

 

Focus on responsively designed emails

It’s important to note that standard smartphone and other mobile inboxes aren’t affected by Gmail’s new tabbed inbox. Unless subscribers are viewing via the Gmail app, they will be seeing all of their emails in one place. Considering that more than 50% of email opens come from mobile devices, the new tabbed inbox is less of a concern for responsively designed emails. Successful email marketing campaigns should keep this in mind.

Since mobile optimization is a key to breaking through, there are a number of things a responsively designed email needs to consider. First, ensure emails include response buttons that are large enough to tap comfortably on the smallest smartphone. Think of these as touch targets. Second, use standard call-to-action text links throughout the content to ensure recipients can respond throughout the email. Third, ensure the first call-to-action appears as a button on the first screen. Recipients shouldn’t need to scroll to take action. Fourth, consider using icons to engage and link to primary content. Successful email marketing campaigns typically use visual helpers to drive engagement and increase response.

Check out The Anatomy of a Successful Email Marketing Campaign to learn more on responsively designed emails.

 

 

Use stronger mobile subject lines

While the Gmail subject line limit is 130 characters, email marketers should consider that more than half of these subject lines will be viewed on smart devices with much smaller limits. The fact is, mobile inboxes work differently. And with concerns over breaking through to the Gmail audience, email marketers need to adapt.

Mobile subject lines, like traditional subject lines, are often overlooked in email marketing. And there are some fairly standard reasons why. Subject lines are almost always the last part of an email to be developed and they’re usually created for web viewing.

When creating a strong mobile subject line, there are two essential keys. The first is character limit. Since mobile device screen sizes vary, email marketers must deliver the most actionable and relevant aspects of their message within a much tighter window. It’s a general best practice to keep key mobile subject line content to less than 35 characters. While there will be cases where a longer subject line is unavoidable, keeping key content within the first 35 characters ensures the email’s primary message can be read from a mobile device at a glance. The second key is to ensure the subject line includes your brand or business name. We’ve done extensive testing that reveals subject lines that include a brand or company name lift open rates by 10 to 30 percent. As a best practice, successful email marketing campaigns should leverage the subject line as a way to complement and reinforce the “friendly from.”

 

 

Ask to be moved to the primary tab

Many successful email marketers aren’t taking chances when it comes to Gmail’s tabbed inbox. This includes asking Gmail recipients to move their company’s messages from the promotions tab to the subscriber’s primary tab. In doing so, marketers can proactively notify customers and stress the importance of staying connected through the primary inbox.

There are a few ways marketers can do this:

  • Modify existing communications with a simple statement that prompts Gmail subscribers to make the move so they don’t miss out
  • Send Gmail subscribers a specific email with step-by-step instructions on how to move the emails to the primary tab

While both are valid options, the second approach is more explicit. It could be considered overbearing and might turn off some Gmail subscribers. The recommendation is to start subtle, keep an eye on performance and adjust where needed.

 

 

Monitor Gmail open rates and other performance metrics

As stated above, it’s too soon to panic about Gmail’s tabbed inbox. However, it’s essential to keep monitoring performance to ensure there aren’t any significant drop-offs in the near future. We recommend more frequent checkpoints to evaluate Gmail performance. This includes monitoring how the tabbed inbox is impacting opens and click-throughs, and also whether or not your campaigns are seeing any significant fluctuations in conversions.

While successful email marketing campaigns keep a pulse on standard email performance metrics, they also look at the big picture. Lower opens and click-throughs don’t always translate to lower conversions and revenue.

 

While today’s findings don’t show a significant decline in open rates, Gmail marketing continues to evolve. That’s why it’s important to keep up with the latest email marketing trends. Be sure to check out Four Essential Keys to Successful Email Marketing to learn how optimizing emails can drive better results.

 

 

Sources:
1. 2013. Return Path, Gmail Tabs Analysis

Topics: Email Marketing

Recent Posts