Inbox by Gmail
“It’s a better way to get back to what matters… ” (Official Blog, Google)
An Explicitly correct statement that reflects what Inbox by Gmail is intended to impart to the users. But, what are the implicit rationales for marketers?
“The Inbox that works for you” essentially points towards the horizon where Email marketing is heading to. After the recent introduction of Grid view of Gmail promotion tab, this new development re-emphasizes the need of redevising the strategy that facilitates the way your brands talk to customers.
A snapshot of the new features:
Bundle of Emails: That’s how it sounds, it’s more about “Segmentation” of the huge number of Emails on the basis of certain selected criteria such as promos, Purchases, Trips etc. So, this is more about segmenting the emails based on actionable points (promos), undergoing actions (Purchases/delivery status) and custom actions-as labelled by users.
Important Highlights: It highlights important “Updates” from Emails such as delivery status, flight status etc. without having to open the mail. It is the Real-time feature of the Email.
Reminder: You will be able set your priorities by having a reminder in your inbox so as to avoid missing them out in the stipulated time. It will also provide required information for the same. For example, if you plan to have your dinner in a nearby restaurant, you can keep it as reminder in Inbox. It will also tell you whether it is open at any point of time. Once you book your seat online, you will also see a locational map of the restaurant in your confirmation mail.
Snooze your messages and reminders: This will facilitate in setting up your priorities to a later time or location. It will highlight your message as reminder at the stop in the assigned time.
And here are 6 Implicit Facts:
1) Contextual: All emails are not equally important, so Gmail intends to help users in automated ways. Contextual marketing is becoming more and more important for a successful Email Marketing program.
2) Urgency: In a fast moving world, marketers have to address the time factor associated with any live promotion/campaign. Catch the attention of your consumers before time expires.
3) Priority: Amidst hundreds of tasks, actions awaiting user’s attention the inbox, Emails will now get prioritised as per the user. Thriving to get maximum priority through well-strategized email marketing effort will be the trigger to success.
4) Real-time Marketing: This one is interesting and perhaps, the most significant aspect of Inbox. Live information feed from external resources such as external websites, data-base etc. implies arrival of live, fresh and dynamic features in Email marketing. Future marketing communications will happen on the fly.
5) Perfect Content: Email automation is becoming more and more important. In fact, these new features of Inbox will ask for new Email Content Mechanism. Google is yet to reveal any specifications (if there is, at all) to remain contextual with well-developed HTML content.
6) Success Matrix: If the inbox itself reveals much of the information about the Email through Subject Lines/thumbnails, what will define the success rate? For example, if an E-commerce company runs a time bound campaign, subscribers will be able to see it on priority, or can snooze it for later. In that case, what will be the success matrix? One thing is for sure, open rate will be affected and would require additional information to assess the performance. After all, the inbox itself will reveal most of the important information for contextual mails.
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