No doubt you’ve heard or seen the uproar about Google’s new change to Gmail. In their infinite wisdom they’ve reached the conclusion that they can manage your inbox much better than you can, and have “helped” you do this by separating your incoming mail into several “tabs”. The first is your Primary tab, where the majority of your important mail (again, in their view) comes to roost. Second is the Social tab, where your social media mail is deposited, and lastly, a Promotions tab, where things deemed commercial or promotional is pitched. You do, (for the time being) have the ability to create custom tabs or revert to the old inbox. But how long will that last?
So what are your choices?
As a reader, your choices are to go along with Google’s divvying up of your email, adjust your tabs the way you like, or go back to the old inbox. Having said that, what we’re really interested in here is getting the marketing emails you’re sending past Google’s filters and into the primary inbox of your list. Most people won’t take the time to rescue your email from the others that find their way into the Promotions tab, and thus your emails will likely go unread. In the limited time since this has been in existence, there are already reports of significantly lower open rates as a result of this. What’s more, Google has decided to create email-like ads that appear at the head of your promotions emails, making it even harder for your emails to be found. Many marketers are fearful that this trend might spread to other email providers, rendering it more and more difficult to use email marketing. We’ll see. For the time being, we need to understand how to use our email in order that we stand the very best chance possible to skirt Google’s promotions tab into the primary inbox.
Four tips to help get your emails read in Gmail
- Create Serialized emails – keep them wanting more, no matter which inbox it ends up in.
- Avoid hypey words in your subject lines. This only helps Google define it as promotional.
- Let people know that if they don’t find your emails, look in their promotional tab and move them for easier access.
- Make them anxious to see your next email by delivering terrific content!