7 Ways to Survive Gmail’s New Promotions Tab

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Jannat12
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Joined: Sat Aug 06, 2022 10:59 am

7 Ways to Survive Gmail’s New Promotions Tab

Post by Jannat12 »

So I’m going to guess you’ve heard about the new Gmail Promotions tab. Not least because a bunch of smart content marketers have probably emailed you in the last week with some very … concerned messages about you getting their emails. In a nutshell, Gmail has decided they’re better than you are at organizing your mailbox, so they’re sorting your messages into five categories that they’ve come up with — one of which is called Promotions. For now, I’ll gloss over the irony that the most powerful and successful direct marketer on the planet seems to be on the warpath against marketers. Frankly, you probably have a much more pressing question.

Is this change going to completely Phone Number List tank your email marketing? And the answer is … that depends. It depends mostly on how good your email marketing was in the first place. Some marketers strongly believe this change is a good thing (Taylor Lindstrom articulated this point of view nicely the other day on Men with Pens). If your readers are engaged, they’re not going to stop thinking you’re a good egg just because your email is in a different tab now. And putting your email newsletters (and blog posts) into a special tab might allow your readers to devote more attention to them. But the fact is, since the rollout of the new tabs, email companies are reporting a drop in open rates. Not a drastic drop, but a percent point or two can make a very material change to your bottom line. So don’t panic … but do be smart about getting your messages in front of your best customers and prospects.

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Here are seven ways you can make sure your business doesn’t get whacked by the Promotions tab. And if you’ve come up with a strategy of your own, I hope you’ll share it with us in the comments! 1. Create anticipated content This is the big one, of course. Going back to the cookie concept principle — the content that you send your audience every day needs to deserve their attention. It needs to be useful. It needs to be interesting. It needs to be so good that they’re looking around for it if they don’t immediately see it in their Primary in-box. The Promotions tab is going to make it very clear if your audience has tuned you out, either because you stopped making a commitment to first-rate content, or because your promotion-to-usefulness ratio got out of balance. We “train” our audiences to open our emails by putting really good stuff in there. 2. Focus on your most engaged customers Every business has customers who are insane, crazed fans … and customers who tried something once but aren’t really all that connected. (Except telecom companies. All of their customers hate them. If you’re not a telecom company, keep reading.)
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