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Gmail’s Tabbed Inbox. What’s the Impact?
Kara Trivunovic, VP Strategic Services
Consumers Taking to Facebook
On the Docket
• The Pros’s and Con’s of Gmail Tabs
• How other brands are addressing tabs
• Impact of tabs on engagement
• Considerations for your program
The Pro’s & Con’s of Gmail Tabs
• Customer is in a shopping mind-set
• View and click activity is pre-qualified
• Messages are separated from other inbox clutter
• Possible latency in open activity
• Requires additional action by the subscriber
• Mis-categorization of certain types of content
Brands Respond• Dedicated messaging with
summary instructions• Brings fun tone and context that
aligns with brand voice
Subject Line:Friends-With-Benefits
Brands Respond
• Dedicated messaging with paragraph-style “how-to”
• Subject line is clear for the recipient
Subject Line:Don't miss a single message.
Brands Respond• Dedicated message with step-by-step
instructions• Focused on “best guests”• Includes an offer
Subject Line:Keeping Tabs on Our Best Guests
Brands Respond• Reference Gmail in subject line• Dedicated message with step-by-step
instructions• Includes an offer
Subject Line:Gmail users: Never miss an offer from Gap!
Brands Respond• Dedicated message with
step-by-step instructions• Includes a pre-header that
reads “drag and drop me in to your Primary tab”
• Reinforces the “tabs” messaging in the header of subsequent messages
Consumers Respond
77%54%
Report that Tabs have NOT impacted the way they engage with Brand email
Percent of Consumers claiming to spend the same amount of time on Brand email
Consumers report checking the promotions tab:15%
19%
46%
20%
Multi Times DailyOnce per WeekLess than Once per WeekLess than Weekly
What’s the Impact?
• According to Return Path: Gmail Tabs Analysis report “Gmail Tabs Don’t Stop Shoppers”• Highly engaged email users are reading at a higher rate than before• Inbox placement for Medium and Low engaged email users is up since the rollout
What’s the Impact?
1-4%-3-+8%
Decrease in Open Activity
CTO activity changes vary dramatically
Fluctuations in RPE have been NEGLIGIBLY impacted $$$
What To-Do Next
• Monitor key engagement metrics for Gmail subscribers
• Include dynamic language for @gmail.com in header/footer to address placement concerns
• Just keep doing what you’re doing
Questions?
THANK YOU.