How the new ‘Inbox by Gmail’ will affect your email marketing

Published October 27, 2014 at 9:37 am

Marketers should always be aware of the changes made to email management tools, because this affects how customers respond to email marketing campaign execution. One recent change that falls into this category is Google’s new “Inbox by Gmail” feature, a variation on its typical Gmail functions. Though only a select number of people have access to it at the moment, it’s received enough attention that marketers should consider altering their strategy for it.

According to a writeup in CNET, Inbox differs from traditional Gmail by allowing users to be more organized. Emails can be placed in greater context with other messages and strung together through labeled “bundles” and messages can be pinned together. This application is also said to be more mobile-facing than others.

A Quora piece that recently appeared on Forbes notes some of the ways that email marketers should react to this, even though it’s just been announced and users have to be invited by Google to join. One of the ways marketers might change their approaches is by prioritizing the subject line of outgoing product emails.

“If I had to venture a guess, I’d say that the Subject Line will become even more important than ever before since it will become one of the major filtering aspects of emails in the new Inbox,” the Quora piece states. “Subject Lines will have to be super-relevant and super-appealing, possibly even search-optimized (by key words, functionality relating to the content of the email, etc.).”

By keeping these sorts of changes in mind, a marketer can make sure every marketing campaign execution will run more smoothly smoother and not be hampered by changes, even those that are affecting a limited amount of people.