New Gmail Features Mean Changes for Marketers
Unless you've been disconnected from the Internet, you probably know that over the next few weeks, Gmail will be rolling out a new feature for sorting incoming messages.
Launched in 2004, Gmail has become one of Google's most successful entities outside of its core search and advertising businesses. In fact, Gmail's steady user growth has proved that email messaging is anything but dying, as many people outside of marketing have claimed. Last summer, Google announced the service had 425 million active users worldwide, up 75 million in just half a year. While Google consistently remains agile, tech analysts have said it's particularly important for the company to keep upgrading its email features if it wants to beat its competitors.
While many users are comfortable with the archaic method of categorizing via folders, Gmail offers labels for email filtering. To prevent users from feeling overwhelmed by the constant influx of email messages, Google will now give Gmail users the option to organize these messages into categories based on the type of message:
- Primary: Messages from family, friends and other people who appear to be regularly contacted (plus messages that don't fit into the other groupings).
- Social: Messages from social media networks, dating services, etc. Here you'll see, "So and so has sent you a direct message on Twitter."
- Promotions: This is where sale notifications from retailers, daily deals and so on will be sorted.
- Updates: Many of the unexciting but important things wind up here, including bills, statements, receipts, order confirmations, etc.
- Forums: Messages from discussion boards, online groups and mailing lists go in this category.
Google revolutionized email with unlimited storage space, and the new filtering capabilities add another layer to the user experience. The inbox organization groups are optional, and users can choose which of the five categories, if any, they want to use. In a competitive playing field, companies must remain innovative and services relevant. Google understands that email is used multiple times a day, every day, and if it doesn't make users' lives easier, they will find another solution that does.