Friday, August 16, 2013

Gmail’s Redesign Not the End of Email Marketing...

Gmail’s Redesign Not the End of Email Marketing

On Friday high-end flash sales site blasted its email subscriber base with the subject line, “Gmail Users: Never Miss a Must-Have Steal!” Despite the message’s urgency, some may have missed the missive as it wasn’t delivered to their primary Gmail inbox but sequestered to the recently introduced “Promotions” inbox tab.

That was precisely the circumstance Gilt and other email marketers are trying to avoid.

Gmail’s new tabbed layout that Google announced in late May and introduces a tab that filters marketing emails from the standard inbox has sent marketers running to their email vendors for answers over its potential impact. What will this do to email open rates? How do brands get back into the regular inbox? Is this the end of email marketing?

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