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September 26, 2013

Gmail’s New “In Box”

by fnbrinc

FNBR Email Marketing - Avoid being categorized as spamThe internet was created as a means of sharing information. The ability to share this information also created new electronic ways for businesses to promote and advertise their companies. Today almost every business has a website to promote their goods or services and many businesses include email marketing in their advertising arsenal.

It did not take long to see that email marketing had two strikes against it:

  1. As the volume of email increased, so did the use of the delete and “mark as spam” buttons without the emails ever being viewed.
  2. As computer viruses became more prevalent and more destructive, again the use of the delete button increased.

It now remains to be seen if Google’s new inbox format will become strike number three against email marketing. At over one half a billion active accounts, Google’s Gmail has become one of the most popular email services in the world. Gmail’s new programming will automatically separate all incoming emails into one of three categories, each with its own separate tab:

  • Primary Tab – This is the general inbox and is the main display when the user logs in.
  • Social Tab – This tab includes all social media emails.
  • Promotion Tab – Captures all opt-in email marketing offers and promotional displays.

No longer will promotional emails be intermingled within personal emails. The fear is that since Gmail is grouping all promotional emails together under one tab, that it will become conveniently easy to use the “delete all” button without viewing any of the marketing emails. Google has put this tabbing system into place to help manage spam, but all emails from your domain may put you into the promotions tab no matter what. At this point, it is too soon to tell what impact the new inbox will have on email marketing, so now more than ever it is important to have the right branding in place to make your email stand out from the rest.

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