Google has unrolled a new inbox that could have an effect on the way businesses do email marketing. The new inbox is available on the web and on the Gmail mobile app, but it is optional. Users can continue to use their traditional inboxes if they choose to.
What the New Inbox Includes
The new inbox divides your inbox into five separate inboxes. As mail comes in, Gmail sorts it and places it in one of five tabs: Primary, Social, Promotions, Updates or Forums. Google determines where a message belongs by looking at who the sender is. You can teach Google how to sort your mail if you find something in one of your inboxes that you want to appear somewhere else by dragging it into the correct tab.
Users can login to their Gmail account on a desktop to set up the inboxes, choosing which ones they want to use. The inboxes will also appear on the mobile app and sync with the desktop inboxes. If you use the mobile app, you can also choose to only receive notifications for mail that comes into the Primary inbox, instead of receiving a notification for each incoming message.
By organizing mail as it comes in, Gmail is making it easier for users to quickly see important messages and decide when to read and respond to messages that come from newsletter subscriptions, social media sites and other sites.
The new inbox may reflect how many people feel: overwhelmed with the sheer amount of emails and email updates they receive on a daily basis. People need a new way to wade though their emails to find the most important ones.The new inboxes on Gmail’s mobile app. Image source
What Businesses Need to Consider
If your business uses any form of email marketing, you are already used to the challenges that come with the medium: enticing users to open your messages, driving traffic through email messages and avoiding being marked as a spammer. If your customers use this new inbox, you may be facing a new challenge: overcoming the fact that your messages may not land in your customers’ Primary inbox. Depending on the settings your customers have, they may not receive new mail notifications for your messages.
Your subscribers may not read your message right away, and they may even delete the contents of an entire tab without even reading your emails. In short, the new inbox layout makes it easier for your emails to slip through the cracks.
Of course, all of your customers won’t be using the new feature, but it’s likely that a number of them will, considering how popular Gmail is. So how do you overcome these potential problems?
One way to overcome this challenge is to create content that is so irresistible that your customers won’t want to miss your emails. You can do this by offering exclusive deals or announcing new information to your subscribers before you announce it to your other markets. Creating a sense of urgency is not a new email marketing tactic, but it is one that can help you overcome the challenge of reaching subscribers through Gmail’s new inbox.
Another way you can avoid the risk of your subscribers missing your emails is to ask them to include your mail in their Primary inbox. You could include a note at the end of your newsletter telling readers that if they move your message to their Primary inbox, future emails from you will appear there so they won’t miss important updates or good deals.
The new Gmail inbox redefines the way many people receive and sort their email, and this new process could become the norm with other email services.
With the new feature comes some new challenges for email marketers. However, by continuing to focus on creating valuable content, making sure subscribers see the value in your emails, and asking your subscribers to move your emails to their Primary inbox, your business can continue to execute successful email marketing campaigns.