Gmail’s Inbox app for email marketers

 

Google just changed the way we look and experience our emails, again. While a few reviews talk about the new Inbox attempting to bring some order to a much cluttered mailbox, I tend to differ here. My Gmail mailbox had 5 very distinct and effective tabs to sort my incoming mail.

Despite the initial fears of adapting to the pre-defined logics of tabs “Oh Boy, now I will have to browse across each of these tabs to read my unread mails”, I am now in more control of the time I allocate to read and action my incoming emails. These tabs allowed me to adapt to a much more productive way of reading, responding to my emails and so is the case with most of the Gmail users. Instinctively I click on the Primary tab to read my regular emails from friends or business mails, or click on Updates for my transactional mails, or move to the Forums to read my daily digests from forum memberships, or move to Social to read social media notifications and move to Promotions to ready my subscribed marketing messages, how much more simple can google make this for me!!

Well, guess what, “Google Inbox” brings more to me – Google Now integration,
• Quick action to move the email out of my screen when I am done reading but still accessible to me in the Done folder
• Snoozing an email or setting a reminder to action an email
• Snoozing an email to wake up at a particular location (how cool can it get, I can now remember to show my wife the latest offer on the 42” Samsung LED from Infibeam when I reach home or remember to discuss the lawyers suggestions with my father when I visit him next)
• Quick tracking of my newly ordered shoes without even opening the mail
• Quick view of attachments (credit card statements, loyalty statements, photos etc.)
• More tabs – Travel, Finance, Purchases to make my life more sorted

google inbox integration

 

Why is Google doing this and how can Marketers can benefit from this? Before we address that let us look at a few trends –
• In India we have already seen that almost 65% of engaged audiences are using mobile devices to open emails
• Procrastination is increasing and the need for Real-time information is the need of the hour
• Value Per transaction of online purchases is increasing but it is becoming a more informed decision too. “Yes, I am interested in this Hidesign handbag but my wife can make a better choice”
• Email is becoming the most non-intrusive yet effective Direct channel of communication
• Google has always been setting higher standards in Email Marketing striving towards pressing the marketers to push out the most relevant content to the most relevant audience at the most relevant time. Thus it is enabling higher conversions and better interactive engagement with their audiences. With the new Inbox from Google, Marketers will be able to creatively showcase Actionable Emails utilizing the new features like reminders, location tags, quick views etc. A new dimension of time and location apart from the subject line is now added for marketers to innovate. “BookMyShow can now send out quick action reminders to movie fans asking them to set reminders to book the 1st day 1st show of the Saif Ali Khan starrer “Happy Ending” when the bookings opens 4 days before release.

Happy Inboxing!

(Contributed by: Mr. Hemal Patel, Director – Data Services, Kenscio Digital)

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