Gmail’s New Inbox Enables More Targeted Marketing
The most important thing to always keep in mind about email marketing is that it's personal. Email is unlike other forms of mass media in the sense that even with the ever-changing privacy settings we have on social media, email remains yours and yours alone.
This does, however, create a bit of a problem if your business relies on digital marketing, as email forms the backbone of all direct marketing activities. With the amount of email addresses continuing to climb, the inbox will remain first prize for businesses looking to punt their brands. The thing is, while we're all attached to our service providers, the times are a changing. In fact, if you've been a Hotmail, Orchestra or Yahoo user, you'll already have experienced the shift in direction. Therefore, the fact that Gmail has switched things up should come as no surprise.
From a user's perspective, however, the benefits of labelled mail and compartmentalized email management are clear. Take a look at the inbox of a young professional today. Endless newsletters, internet banking statements, Twitter notifications and those loathsome online sales announcements indicating yet another startup is in trouble.
Taking all of this into consideration, is an automatically and, more importantly, practically organized inbox really such a bad thing? No … and you know what, it's even better for marketers and here's why: targeting.
Before we entered the relatively new phase of compartmentalized inboxes, what did we have? An assault of updates and invites, notifications and newsletters coming from all directions; just click "mark as read" on all "selected" and forget about the lot. Gmail's new view breaks this up into easily digestible chunks of information, with clear distinctions between social, promotions and the like.
This is great for marketers because no longer will you be the bane of a user's existence. In fact, they might go to their promotions folder and drag your communications straight to the main inbox — this is where the popular ones live. After that it's smooth sailing as your email will end up with the popular kids time after time.
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