- Posted August 9, 2013 by
This iReport is part of an assignment:
Gmail Inbox Tabs: The Demise of Email Marketing?
E-mail marketing is a widely used strategy for many businesses. For some, it's the primary way they keep customers and clients engaged and up-to-date on what is going on with their business and in their industry. As a digital marketing agency, we at Designzillas keep a keen eye out for any changes in the atmosphere of internet marketing so that we can keep ahead of the trends and keep doling out new strategies and ways for our clients to succeed. When we saw Mailchimp's article, "How Gmail's New Inbox is Affecting Open Rates," we just had to get some of the 'Zillas opinions.
The gist is this: Gmail's new inbox features "tabs" where users can basically group emails into different spots such as "Promotions," "Social," and "Primary." Businesses are worried that their email marketing campaigns will no longer be seen by their customers, and within reason! Some see it as a more friendly way of pushing someone to spam. Here's a quote from the original article:
"So now for the big question. Is the new inbox affecting open rates? ...Before the tabbed layout, open rates to Gmail had been above 13% for 15 weeks... What bothers me in this case is that open rates stayed down for 3 consecutive weeks. From looking at a year and half’s worth of data, I can say that kind of behavior isn’t normal. I’m not willing to declare an emergency just yet. After all, I don’t even know what the adoption rate is on Gmail’s side. However, I would say this is an early indicator, and we’re definitely keeping our eye on it."
So what do you think? Will Gmail's new tabs really have that lasting of an effect on businesses? Here are some of our opinions:
Helena Zubkow, Front End Developer @designzillas Says...
"It looks to me like it's possible that the open rates are dropping because people can sort their mail more easily to filter out the mail that they don't necessarily want. So yes, the rates are dropping - but maybe that's just because people are finding the mail that they actually want to open more efficiently. The changes may hurt spammers, but marketing messages that are legitimately welcome by the recipient shouldn't suffer from this. In fact, they may benefit by not being overshadowed by unwanted garbage."
Victor Marquez, Front End Developer @designzillas Says...
"If the goal of a marketer is to provide their target audience with valuable information, then I do not believe this system will hurt anyone. In fact, I would argue that it could help to improve email marketing as a whole by weeding out the unnecessary and redundant marketing promotions that are being sent. The problem does not lie in the tools, but how the tools are utilized. Yes, I think marketers will have to adapt to the new change, but I do not think that this new G-mail feature will by any means be the downfall of email marketing."
Frankie Ramirez, Lead App Developer @designzillas Says...
"I see this as a victory for user experience. In the web, and generally in life, there's a constant battle between UX/usability and monetization. We often see UX and usability principles get neglected because what's already there brings in money and that's all that matters. Unfortunately for promoters, this new "Promotions" tab will turn into somewhat of a "Junk" tab; users will most likely be focusing on the "Primary" tab from now on. However, those users, like myself, who just can't stand seeing "X new messages" will still be exposed to these promotions. In my humble opinion, I say 'Great job, Google!'
It's for certain that this new inbox formatting will have some kind of effect on e-mail marketing. But only time will tell! In the meantime, we will be here keeping our eye on the trends and waiting to see what happens!