Google Field Tests a Gmail Change That’s Good for Marketers

DebraEllis
Debra Ellis President, Wilson & Ellis Consulting

Posted on April 1st 2014

Google Field Tests a Gmail Change That’s Good for Marketers

Google is quietly testing a change to Gmail’s Promotion tab. The field test announced this week gives users the option to view incoming messages in a list or image format. The image format view has a Pinterest feel and gives marketers the ability to snag attention with great graphics. The example shared by Product Manager Aaron Rothman on the Gmail blog looks like this:

Gmail's Promotion Tab Images

Source: Gmail Blog

Explaining the change, Rothman says, “Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”

Following the changes in the inbox that moved promotional messages out of sight, this appears to be a good thing for email marketers. We’ll hope for the best, but appearances can be deceiving. If the change is to simply make it easier for users to find what they’re looking for faster, marketers can rejoice. They now have a way to stand out in the crowded tab. If this is the first step in a plan to monetize the promotions tab, email marketing will forever change.

Don’t expect Google insiders to share their monetization plans. We’ll have to wait for the announcement before we know what they are doing. In the meantime, optimize your emails and keep your eyes open for the new tab options to go live.

DebraEllis

Debra Ellis

President, Wilson & Ellis Consulting

Debra Ellis is a business consultant, author, and speaker. She specializes in showing companies how to improve customer acquisition and retention using integrated marketing and service strategies. Her latest marketing guide, 31 Ways to Supercharge Your Email Marketing, is a practical resource for marketers seeking better results with minimal investment. Her engineering background provides statistical insight to finding actionable data that can be used to grow companies and reduce costs.

She is recognized as an expert in marketing from direct mail to social media, customer behavior, and strategic planning. Her expertise is often tapped by media sources including: The New York Times, CNN/Money.com’s Small Business Makeovers, Target Marketing, Multichannel Merchant, and MarketingProfs.

Her marketing guides include 31 Ways to Supercharge Your Email Marketing, Social Media 4 Direct Marketers, and Marketing to the Customer Lifecycle.

Debra loves the art and science of multichannel marketing. She is a student and teacher of the methods that transform shoppers into buyers and buyers into lifelong customers. In 1995, she founded Wilson & Ellis Consulting, a boutique firm specializing in creating strategies that make channels and departments work together to optimize the customer experience. Since then, she has worked with over a hundred distinguished clients such as Costco, Edmund Scientifics, Jacuzzi, Ross-Simons Jewelry, and The Body Shop.

Prior to founding her firm, Debra was instrumental in the record growth of Ballard Designs, Inc. while serving as Chief Operating Officer. Today, she uses her experience and expertise to show executives how to successfully navigate marketing channels and integrate activities to profitably grow their business. Her practical approach maximizes the return on investment.

She can be reached via email at dellis@wilsonellisconsulting.com. She blogs at http://multichannelmagic.com/blog

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