Welcome to the constant changes of the e-media world. Changes online with technology seem to be increasing faster than ever.
If you aren’t aware, Google has made a huge update in how their free GMail email account provider will work. The update is having a huge negative impact for marketers that use email marketing, especially since GMail is one of the most used email services.
A few days ago, Google rolled out a change in how it displays types of emails. It simply sorts out emails into 3 default categories listed below:
- Primary
- Social
- Promotions
When a user now logs into their Gmail account, the Primary category tab will be the only one open and initially in sight of the viewer. The server will now automatically filter any emails that are sent by email software into the Promotions tab which is having a negative impact on email marketing campaigns. Those messages will be less likely to be seen and read.
There is hope with your email marketing campaigns though. You can combat this update by making your emails end up in the Primary category. To do this, you would have to increase user interaction with your emails which will indicate to Gmail that they are important to the user. You can increase user interaction by:
- Getting them to reply to your email
- Asking them to mark your emails for the Primary tab
- Asking them to mark your emails with a star
This might seem like a challenge, but if done correctly you could see a improvement in your campaigns. Please contact me to get more insights on what can be done.
