New Gmail Features Mean Changes for Marketers
For instance, Gmail's new inbox feature will enable users to personalize their inbox by customizing which tabs are seen and train the categories to automatically sort the emails correctly. However, the feature to create new tabs is in the pipeline, but is not yet available. Currently, users can drag messages between categories or flag email from certain senders to always appear in designated tabs.
Will This Change, Help or Hinder Marketers?
As Gmail gradually rolls out this new sorting feature, keep an eye on inboxing and email engagement rates to monitor any sort of fluctuations. These are our initial predictions at Yesmail:
- According to Yesmail's research, standard inboxing versus bulking detection won't change because Gmail will still offer its standard spam folder.
- Increased email organization can result in increased engagement rates for marketers' active subscriber base, since brand messages will be easier to locate and less likely to get lost in a crowded inbox. Active subscribers who look for messages from a certain brand may set up filters so they can easily access that brand's emails in the users' a preferred folder.
- On the other hand, improved email organization could potentially lead to lower engagement rates for less active subscribers who have become inactive over time or were inactive since subscribing to a brand's specific email program. These unengaged subscribers will have the option to place a certain brand's messages in a folder that users look at even less frequently—or ignore altogether.
It's unclear exactly how these changes will impact email marketers until analysis is conducted around engagement levels, but the new filtering option is sure to help Gmail users easily find the emails they want while weeding out those that do not apply. Perhaps Gmail is a solution for both users and marketers to find their best match. Google predicts the new efficiency system may not attract new users, but it will certainly solidify Gmail's position as one of the most innovative, efficient emailing services.