You may or may not have noticed, but GOOGLE has added some tabs into your Gmail recently. On top of Gmail’s already superb JUNK mail filter, they have decided to add additional custom filters for Social, Promotions, Updates and Forums. These tabs can be removed by the user, but my thoughts are that is not going to happen.
As a Gmail user for years now, I am in LOVE with the new tabs. Just when I was starting to think that it was time for an email cleansing again (unsubscribe from everything unnecessary) the tabs were added which has so far made my life a lot less chaotic. I still want to receive the email marketing promotions from my preferred businesses, but not at the expense of having my personal and work messages buried beneath it all.
Honestly, in a lot of ways I am the part of the target market for email marketing. I actually love a good deal, and for the marketing campaigns and loyalty programs that I’m a part of, it frequently gets me into their store or reminds me to purchase something with them. My email checking process goes like this:
- Check work & school messages. There could be something time critical waiting that needs immediate attention. These are TOP PRIORITY!
- Check personal messages. Fun things, bill things, red things, blue things...
- Promotions Tab! Need to check if there are any good deals that appeal to me at that moment or perhaps in the near future.
Before the addition of the promotions tab, these emails occasionally just got deleted if I was in a hurry to check my personal messages. This happens more often than not unfortunately. Now they get a little more attention from me because it is part of my routine and not mixed in with my general inbox.
If you are panicked about this from a business standpoint, that is understandable. It definitely changes the way email marketing promotions are received by the end user and although I find it beneficial, other users might forget to click on their promotions tab. Regardless of how you feel here are some things to think about as you adapt your email marketing to the new tabs.
- Remember your target audience: Who are they? What kinds of email marketing promotions are they interested in?
- Keep the header of the email relevant to your target audience: Sometimes I quickly glance at emails by header and click on the relevant ones only. Those offers that are in my current interest will get opened, the rest get deleted.
- Your audience wants to hear from you: they have opted in to the message. These are your customers that frequent your business because they like you.
- Give your loyal customers perks for being loyal: this will keep a customer like me coming back over and over. It will get me talking about it to friends when they are looking for recommendations.
- Timing: depending on your business, some businesses can send daily messages while others are weekly or monthly. I may not be in the market this month for a new pair of shoes, but once fall hits I might be looking again. The decision on where to get them might be decided by a recent offer in my inbox.
Google has made this change to benefit the end user. It is not the end of email marketing, just changing the way the game is played. It is important to be aware of changes such as this to evolve with your marketing promotions. Remember that although Google may have a lot of users, there are still plenty out there that use other providers such as Yahoo, MSN, or any other that have not yet adopted the ‘Promotions’ tab.
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