New Gmail tabs – what email marketers need to know and do

A briefing and ressearch on the impact of Google s new Tabbed Inbox December 2013 update: Return Path have released a comprehensive study evaluating the impact of Gmail s tabbed inbox. We have added it to the end of Tim s post to enable readers to compare their open and delivery rates in Gmail. In August 2013, Google made two important changes to the Gmail inbox that all email marketers need to understand. What has changed? The two changes that Google have made are distinct, but have been introduced together. 1. Tabs added to the inbox separating promotional, social updates and other email 2. Ads that look like emails may be placed at the top of the promotional tab These changes are being automatically rolled out to all Gmail users. As Gmail users access their inbox they will see this popup to inform them about the inbox change: Then the Gmail web interface looks like this with the tabs And on mobile like this Should an Ad be targeted this is how it appears The Ads look and behave lik


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