Making sure Your emails Get Read in Gmail’s New Promotions Tab
Unless you’ve taken an email vacation, you’ve probably heard that Google changed their inbox in Gmail, creating three default tabs which are Primary, Social and Promotional. They are fairly self-explanatory, but the resulting pandemonium from marketers crying, “The sky is falling” could-be shouted virtual coast to virtual coast. Never mind that Google unsurprisingly thinks they’re able to manage your inbox better than you. What’s critical here for marketers is discovering ways to work around this change and ensure your emails are viewed by those on your list using Gmail accounts.
So just what are your choices?
If it’s your personal Gmail account, you can simply go along with it, custom adjust your tabs, or for now, change back to the old Inbox. But if your aim is the open rates of the emails you’re sending to your lists, you’ll need to be a bit more hands-on that that. Only your most engaged subscribers will take the trouble to move your emails, and that often means that many of your messages will go unopened and unread. Right now there is some evidence that open rates are plunging as a result of this, and to make things worse, now Google is placing email subject line-like ads on top of the promotional box, making it even harder to compete for attention. While no other email providers have followed suit yet, it’s probably just a matter of time. The key now is being aware of what we can do in order to avoid having our emails land in “promotional hell”.
Four tips to help get your emails read in Gmail
- Create Serialized emails – keep them coming back for more, no matter what inbox it ends up in.
- Avoid hypey words in your subject lines. This only helps Google identify it as promotional.
- Let people know that if they don’t find your emails, check in their promotional tab and move them for easier access.
- Make them eager to see your next email by offering terrific content!