By now, you’ve probably heard about the recent Gmail change that could have an impact on the number of email recipients who actually see or open your beautifully crafted, perfectly segmented, and optimized call to action email message. Google took it up a notch in trying to determine the desires and persona of its mailbox owners. Tabs were all the rage in the web design world a few years ago, but now they apparently are the new thing in email for Gmail users. If you’re a regular Gmail (or even email in general) user, you’ve likely got your own system that you don’t want messed with…no matter how many hundreds of messages are in your inbox. However, that doesn’t mean that all mailbox owners know about or care enough to make things go back to the way they were before the Gmail update, thus marketers need to proactively ensure messages are delivered and viewed.
I won’t go into the specifics of the Gmail update here as it has been covered by the major email service providers, industry blogs, etc. (I’ve included a few at the bottom of this post) I will show you a few examples that arrived in my inbox yesterday though so you can see what a few proactive campaigns look like. While I don’t mind these messages that all arrived in my personal Gmail inbox, I hope and assume that these brands took the step to segment their subscriber lists by ISP and only sent these messages to Gmail users as well.
To read more about the Gmail formatting changes, check out these articles from Google and marketing commentaries:
Thanks for reading and I hope that at the least this post serves as a reminder to consider how ISP changes and your subscriber base is impacted by variables outside of your awesome messages and offers.