September 17, 2013

How Google’s new tabs on Gmail changed email marketing forever


Are e-newsletters becoming an obsolete marketing tactic?

Ayelet Noff Ilove the new Gmail tabs. Why? Because they filter out so much of the “less important” email that I used to get in my main inbox without requiring any action by me, so that I can focus on the truly important emails that require my attention.

Now, when I say “less important” email, I don’t mean spam – I mean all those promotional mails and newsletters from businesses and brands that may have interested me some time in the past or may still interest me somewhat now, but are really not important enough to carry my attention away from the emails that really matter. For example, knowing that my favorite clothing store has a special for the next week and all clothes are 50% off is perhaps something I would be interested to know, however, with this promotional email now being directly transferred to a separate tab in my inbox, I no longer even give it the little attention span that I would have given it before Gmail came out with its new tabs system. Continue reading