Changes to Google Gmail May Reduce the Open Rates of Your Email Marketing Campaigns
The email marketing world is currently being shaken up by Google’s recent change to Gmail’s inbox. A new auto-sorting feature places many email newsletters and solicitations into a separate category folder, “Promotions,” and not the main Inbox. For users this change has met with mixed reviews, but for businesses that rely on the power of email marketing—things just got real.
What does “just got real” mean for a business or organization? Simply put, your email outreach to both new and potential customers (your “community”) will be facing some fresh challenges. Granted, this change only impacts those using Gmail in a browser, but the number of Gmail users goes beyond those with an “@gmail.com” address. Many businesses and organizations also use Google Apps to cost effectively host their email and this new sorting function is impacting them as well.