Tab-Fab: How Marketers Can Handle the New Gmail Inbox

By Jen Merry
August 29, 2013

By now, if you’re a Gmail user, you’ve probably formed an opinion about those curious new tabs in your inbox. The updated interface, which sorts your email into primary, promotional, and social categories, has been met with mixed reactions.

On one hand, important messages might be easier to spot in a sea of daily deals and Twitter replies. However, those in the do-it-yourself camp are scoffing at Google’s attempt to take the reins and organize their personal email folders.

And if you’re a marketer, well, you might just be pretty worried. But if you haven’t figured out a way to successfully think outside of the, um, tabs, don’t throw in the towel quite yet. We’ve compiled a few foolproof tips and tricks for navigating this strange new world of email organization, and making sure your customers continue to receive your key campaigns.

1.  Spread the word.

Gmail PromotionsTo make sure that your messages aren’t getting lost in the promotional tab, you might consider adding a section to your next mailing that demonstrates how customers can quickly and easily prioritize your communications going forward.

By clicking and dragging any email into the primary tab, then selecting “do this for future messages,” your audience is all set to see your campaigns – front and center – from now on. It may seem intuitive, but it certainly won’t hurt to share this tidbit with your subscribers.

2. Harness the power of social media.

If there’s a particular email that you really want your audience to see, you can craft a quick tweet or Facebook post to give them a heads up.

Making this a standard practice every time you send an email will have your audience tuning you out before you can say “hashtag.” However, for truly outstanding messages, it can be a smart way to ensure that your target market keeps their eyes peeled for your content.

3. Add urgency.

Establishing a hard-and-fast deadline for the end of an offer makes people pay attention, and also makes them more likely to open up your emails.  If there’s no rush, there’s a much bigger chance that your message will sit, untouched, until it eventually disappears into the inbox abyss. Or worse, the trash folder.

Try to work the promotion’s end date into the subject line of your next mailing. You’ll light a fire under your subscribers to see what you have to say, regardless of whether your message finds a home in the primary or promotional tab.

This entry was posted on Thursday, August 29th, 2013 at 10:15 am and is filed under General Moosings, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

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