Inbound marketing largely relies on the power of email to generate leads, which is why in recent weeks Gmail's new interface has been causing problems for many. Marketers who specialize in email campaigns or are dependent on this communication channel had to rework campaigns as Gmail's new interface interferes with how messages are presented.
Marketing Profs reported that many marketers believe the new layout creates a "spammy" experience for email recipients and already some claimed that the change has hurt open rates. However, this change could be for the better if marketers are willing to give it a chance. Google has implemented a new tab system that creates five designated areas for messages: Primary, social, promotions, updates and forums, and each has its own purpose.
- Primary tab contains emails from friends, family and individuals
- Social tab includes all social media notifications
- Promotions tab is where most marketing messages will end up
- Updates tab contains messages like shipping and purchase notifications
- Forums tab is dedicated to group emails
According to the source, by implementing a new promotions tab in the Gmail design, Google has changed what it means to advertise via email, but also how consumers feel when they receive these types of messages. Essentially, the tech giant has created this tab promotion to circumvent spam laws, which have become more popular as lawmakers try and catch up with technology. In addition, by making this move, the tech giant has become the largest "list" broker in the industry and it is expected to leverage this power.
Email marketing professionals who are looking to the next great project to work on will have to adapt to get the great jobs in md and dc.