Gmail, if you have not heard has completely changed their inbox interface. This change to the average subscriber appears to be for the better but, on the other hand for business owners it is really causing some disorder. They have added tabs such as; Primary, Social, and Promotions. These tabs will automatically filter and categorize emails being received.
The biggest concern with these changes is that Google is now taking it upon themselves to organize a subscriber’s inbox. By doing this Google is categorizing which emails are most important to you verses which ones are strictly promotional. However, the fact of the matter is how does Google know if a subscriber considers an email from their favorite clothing store to be important and not promotional? This is exactly why businesses should care because their one time acquired customer or even their most loyal customers may never see an email.
How does this affect your Newsletter campaigns?
The tab that has created a huge railroad block for many business owners is the Promotions tab. As a business owner you have spent time and money to build prospective and loyal newsletter campaigns. Even if you are following all of the CAN-SPAM guidelines and making the subscriber “double opt-in” to your campaign these new Gmail tabs will or can direct your email into the Promotions tab associating your business with emails that are truly promotional and spammy.
Your emails will likely be unread and all the hard work your business has done will go to waste. Your email open/click through rate will once again be skewed with another factor that you have to “try” and calculate and measure.
Save your Newsletter
There are a few ways on how your business can try and save your emails from falling into the Promotions tab. One way is you can make your subscribers aware of this change by emailing them about it and posting about it on your company’s blog. You will also want to put something in the footer of every email to help remind those subscribers who have not marked your emails as Primary to do so. You can also refer subscribers to posts about the change to make them more aware.
By taking these extra steps to ensure your business is not being inappropriately filtered you will be ahead of the curve. Just think how much time this will actually take versus what it took your business to build your subscriber base. Does it seem worth your time now?