Email Marketing Adjustments

Earlier in October, Google’s Gmail (email service) had one of its’ bigger updates in recent times. What are the changes? Gmail introduced a “Inbox Tabs and Category Labels”. The default tabs are “Primary”, “Social”, and “Promotions”. An example of a primary email would be ones from friends, family and business. For “Social Emails”, emails that are related to social media are categorized into this lab. Lastly, “Promotions” tabs contain emails that are promotion for companies and stores. For example, Banana Republic’s emails would be considered a “Promotional” email as it is notifying the user of clothing sales.

Realizing the Gmail update, companies such as Banana Republic (BR) now understood that their emails are no longer inboxed under the “Primary” tab, meaning the customer will not see their emails as easily which contains deals and offers. This update essential affected BRs reach to the customer, To combat this, BR sent an email to all Gmail users which included instructions of how to move BR’s emails from the “Promotions” tab to the “Primary” tab.

I am most impressed by the reaction and the quickness to action by BR marketers, as this email (pictured above) was sent only a few days after Gmail implemented their new email layout.

If you want to find out more about Gmail, you can follow this link here: http://www.google.com/intl/en/mail/help/features.html

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