Find out how to use the Gmail tabs to support your email marketing strategy – WAU
Find out if Gmail tabs – like the Promotions tab – affect the results of email marketing campaigns and learn how to use this change as an ally.
When a company uses Google services as a Digital Marketing tool, it is certain that at some point there will be changes that will require good flexibility from marketers.
Among so many updates that Google has already made, the inclusion of the Gmail tabs was one of the most controversial!
But, why are these changes “imposed”?
Google has a philosophy that is followed to the letter, which is provide the best possible experience for your users.
It is due to its constant evolution that its search engine is the most used in the world.
In the case of Gmail, its importance for Digital Marketing is due to the immense number of active users – according to Sundar Pichai, Google executive, there are more than 1 billion around the world.
Therefore, the inclusion of the “Promotions” and “Social” tabs caused a certain panic to those who work with email marketing.
However, did the tabs bring about such a sudden and negative change?
The most pessimistic hold on to a study, conducted by Mailchimp, which pointed to a 1.5% drop in the rate of email openings after the inclusion of Gmail tabs.
A report released in the same year by Return Path showed a reduction of 0.87%.
However, the subscription fee for receiving email has remained the same – providing spaces for different interpretations about the data.
And to further confuse the minds of those who use Gmail as a marketing tool, Return Path itself released another report that showed an increase in the rate of openings, taking into account the most engaged users.
Amid so many statistics, you and your team can be sure of one thing: Gmail’s tabs are not “apocalyptic” as many think!
Throughout this post, we will highlight some points that indicate that the tabs do not compromise your strategy and we will bring valuable tips for dealing with them.
And if you are not convinced of that, also we will teach you how to avoid them!
Do Gmail tabs affect your strategies?
To find out if the “Promotions” tab really gets in the way of your email marketing campaigns, let’s ask you to make the following reflection: how have your campaigns been running?
Are they really based on Inbound concepts or are they just messages triggered from a massive contact list?
We do not know what you are thinking, however, we are convinced that the practices called “Blatch and blast”, which consist of filling up numerous mailboxes without the minimum criteria and much less segmentation, are not part of your company’s plans!
However, the tabs are a real terror for anyone who does this.
After all, emails – which were already irrelevant to most – will be kept in the “Promotions” tab and will only be seen if the user clicks on it.
In other words, the chances of trying to reverse the situation by attracting the lead “Disinterested” have become remote.
On the other hand, taking into account the work of efficient Digital Marketing – followed by analyzes and reports that pass A / B tests, nutrition of leads and a good job of lead scoring -, know that the Gmail tabs are not compromising your business!
In a way, she is even collaborating for them.
“Everything has its time”
This phrase was not created for the purpose of marketing, however, it is so true that it could be adapted to the question of email marketing!
But, if you prefer a quote from a great expert, we will quote here what the CEO of Elite Email said:
“Email Marketing is most effective when you send the right message, to the right person, at the right time.” – Robert Burko
When we try to pass the right time – in this case, the client’s moment – we can generate a series of annoyances without even knowing it.
And without a doubt, this can generate a negative impact for a brand.
Let us consider that your leads they are true connoisseurs of their content. These are people who signed the newsletter to stay on top of a certain topic and chose the convenience of email.
However, perhaps one of the biggest mistakes of most companies is the focused exclusively on business, creating a mild – but dangerous – illusion that leads they just open the email box to read the messages they sent – even though it is obvious that this is not the reality.
To exemplify the harms of this, imagine that its valuable lead is going through a very difficult day, locked in an office, waiting for an extremely important email that is costing him to arrive.
Suddenly, behold, a message arrives in your main box: your company’s email inviting you to check out a new post.
The chances that he appreciated your email are minimal, agree?
The “Promotions” tab makes the user experience more enjoyablebecause, as soon as the individual is interested in reading “promotional” emails, the tab will ensure that he can do this at the most appropriate time and when he will be most open to receiving your message.
And since your company’s service is linked to that of Gmail, your brand is consequently being more popular with users.
Circumstance is a determining factor in email marketing
We talk a lot about “everything has its time” when it comes to email.
And just as important as the time consistency that the Gmail tabs provide for Digital Marketing strategies is the factor circumstantial the situation.
If an email marketing campaign is designed with the first objective to generate clicks and openings, it is better to start planning a redesign!
These actions are not relevant enough to support your strategies, and as impressive as this may seem to you, Gmail’s “Promotions” tab helps you not to make this mistake.
To understand the importance of context, let’s start from the following premise: every Gmail user will only click on the “Promotions” tab when he is interested in viewing emails containing offers, that is, he wants to be benefited in some way.
And how far will we go with this premise?
An email worked based on this context and forwarded to the “Promotions” tab will have a great chance of not only being viewed / open, but to convince the lead to interact with your content and then take another step towards the conversion path.
Therefore, always keep in mind that content and context must go hand in hand.
Google is on your side!
please note that Google itself uses the Gmail tabs.
In other words, Google has formulated and implemented its rules, and is acting without disrespecting them.
This means that, in a way, one of Google’s goals is to increasingly encourage Gmail users to click on the “Promotions” tab, as well as the other tabs – “Social”, “Forums” and “Updates”.
So, although it is very common for “revolt” to lead marketers to believe that Google only made things worse or spoiled the service, try to trust what Google is proposing.
After all, why not believe in a company that, in theory, has the greatest specialists in the market? Paddling in the same direction as Google is what really makes sense.
You may also be interested in these other content!
27 tactics to quickly grow your email list!
Sales email: learn how to create an email to convert leads into customers – Websites Are Us
Learn how to create email signatures with your company logo
Gmail extensions: 7 best ways to optimize email usage
Content will remain the key to success
For your email marketing campaigns to adapt to the reality of the Gmail tabs, content can and should be the best tool.
Remember that, first of all, your well-structured email list only exists because the content on your website / blog has engaged a good number of people with great potential to become customers!
Whenever your team is producing good content, from those your employees leads are eager to check it out – even if they sometimes have no idea what’s coming – there will be no tab or update that will prevent their emails from being accessed.
Otherwise, your company will end up with the advantage provided by the Gmail tabs.
In short, provided that all elements of Inbound Marketing are occurring in perfect order, there is no technique, practice or strategy to be followed that is different from what your company is already doing.
It is also worth noting that other means of accessing your website are also generating certain actions, which should reinforce the idea that we are not dealing with multiple channels, but with a single channel that allows multiple types of access.
If the benefits that the Gmail tabs provide have not convinced you and you want to direct emails directly to the main inbox (Primary Box) of your leads follow our tips below!
How to “escape” the Gmail tabs
Talking to your audience is the first step that must be taken to stop emails from falling into the “Promotions” tab.
That’s because users are the only ones who can make any changes to the way they receive emails, since Gmail allows everyone to change their settings.
To do this, we recommend that you select – from your email list – all leads who registered with a Gmail account and target a message suggesting that if they want to receive their emails in the main box “as usual”, follow the procedure below:
- Right-click on the message;
- Then, drag the cursor to “Move” and move the message to the Main Guide;
- Confirm the change in the balloon that will appear at the top of the screen by clicking “Yes”.
That done, all future emails will always appear in the main Gmail tab and not in the “Promotions” tab.
However, for this measure to really take effect, make it clear in the message that it is something important, so that leads in fact read the content.
Change the email format
This is the second option to prevent messages from falling into a tab other than the main one.
However, this tactic will require you to give up your aesthetic and design concepts, as the format of the messages that cause the Gmail algorithm to direct them to the Main Guide are not at all attractive from an aesthetic point of view.
Another element that should be changed is the message body.
Keep in mind that in practice, you will insert a “personal email cloaking” in your promotional email.
When we send an email to a friend, attaching any file, saving rare and possible exceptions, we don’t think about the design of the email – after all, the goal is just to send a file.
This way, this lack of criteria when forwarding personal emails will become the main criteria that you will use in email marketing campaigns targeted to Gmail users. These are the following criteria:
- Enter a maximum of 1 link in the message body;
- Use a simple and conventional font, such as an informal email message;
- Give up the images. They really give a boost in appearance, but in that case they would spoil the plans;
- Disable the RSS Feed campaign;
- Take care with typical practices of spammers so that it is not directed to the spam box. Example: fill in the “Subject” field with messages like “See how to make easy money on the internet!”;
- Always start the message by referring to the lead by name and write the message treating you like a friend – in fact, this is recommended for any type of interaction with the public.
Taking into account everything that has been listed, your emails will be interpreted as personal and will be automatically forwarded to the Main Guide.
If aesthetic factors are not considered a high price for your campaigns, this is a very effective practice.
If you want to further improve your knowledge of email marketing and the results of your campaigns, check out our complete guide!