Quick email is flooding, the promotions tab is going under! Get all your emails to higher ground! Get them into the primary tab! Quickly before every email dies unseen!
No this isn’t the end of days. This is simply another change in a constantly evolving industry. I agree with MediaPost about NOT asking your subscribers to filter you into their primary tab.
From my perspective, I am seeing more and more senders asking me to put their emails in my primary tab however I am not going to. The primary tab is for friends and family and people that I know in real life and I plan to keep it that way. Marketing and promotional email will stay under the promotions tab. I like having my email divided by type because, like MediaPost says, when people go to their Promotions tab, they’re in the shopping mind-set- they expect to find promotional emails in the promotional tab and that’s what they get, so they can be in that buying mind set instead of flicking from a personal email to a promotional email and back. I completely agree with MediaPost’s statement “…by asking subscribers to move your email from the Promotional to the Primary tab, you’re essentially closing your store at the mall and deploying door-to-door salesmen that interrupt your subscribers’ conversations with their friends and loved ones. You’ll be more visible, but also probably more intrusive and less welcome”.
I have received this great email from Archetype showing how easy it is for me to re-tab their emails from the promotions to the primary tab. (Just drag and drop!) If you would like to see it, click the image below to see the full version of the email. If you are planning on sending such an email to your subscribers this is a great example on how to do it.
Apart from my personal preferences and the views of others, are there any other reasons you shouldn’t ask subscribers to re-tab your email? Here are a couple of considerations for you…
- While it is still too early to tell what the impact on open and click-through rates will be, marketers are concerned that emails placed in a separate tab will be out of sight, and may also be out of mind. It is still very early days and it will take a bit of time for the stats to settle down and for us to see some real representative data.
- Tabs only affects a small percentage of your subscribers. On average, according to Litmus, Gmail opens only account for about 4% of total email opens, and less than half (41%) of those opens are occurring in email clients that support Gmail tabs. Also, Gmail’s new inbox only affects the shrinking number of desktop users, not the growing number of mobile users.
- Gmail users are in the learning and adjustment period as much as the marketers are. Some will end up turning off Tabs, others will move email streams around until they get senders’ emails into the tabs that are most convenient for them.
Finally here is some of the latest findings – ReturnPath are reporting that Gmail’s new tabs are making the engaged subscribers open more emails, and the unengaged subscribers open less. So there is an interesting divide starting to show and to me this is more about working on engagement with your subscribers rather than worrying about which tab you are on.
So don’t panic – your emails will live if they stay on the promotions tab. As long as you continue to send relevant, targeted and engaging emails.