Yes, you read that right! Gmail is reportedly making changes under the hood to transform the traditional looking rows of emails, with a sweet looking grid of images. This change only comes for the Promotions Tab, and this is what Gmail has posted in it’s official blog:
“Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”
Just to give you an idea of what this means; the new promotional tab will look like this:
instead of the existing traditional view that looks like this:
What this means for email marketers? Well for starters, this gives you the opportunity to use creativity to entice your customers with relevant visual cues that complement your subject lines. It also allows you to highlight your brand’s logo to add recognition and authenticity. Gmail also seems to allow you to specify what promotional image to show; else it picks up an image automatically from the mailer. Marketers should not only specify what image to show but actually try to personalize that image for every single user! The brand logo though seems to be pulled through the Google+ page, if you still don’t have one you might want to get it setup immediately.
Get in touch to explore what more you can do with Gmail’s new Primary Tab, Google+, your neighbor’s annoying pet, or any other aspects of your email marketing.