A few months ago we highlighted Gmail’s new promotions tab, which makes for a much more visual email experience (Google Makes Your Inbox Pinteresting). Despite this feature being adopted by users, many brands are not optimizing emails to this format. From the image below, it is clear that emails optimized for this lay-out really pop-out, increasing likelihood for engagement.
Luckily, Email Service Providers are starting to recognize the importance of these visuals. MailChimp in particular recently released a feature to ensure your email is visually appealing in Gmail. Regardless of your ESP, we highly recommend that you code emails so that they take advantage of the new Gmail format. This is especially important for eCommerce brands, but impacts email engagement, regardless of industry. As visual inboxes become more mainstream, open and click rates will be heavily impacted by the use of visuals.
If you use MailChimp, it is extremely easy to create your social card:
- After creating a campaign, select Social Cards from the Preview and Test drop-down menu.
- Select the red x next to Enable Customized Social Cards
- The editor will be turned on, allowing you to customize the social card
In the editor mode, social card previews are provided for Twitter, Facebook and Gmail. Make sure the most appropriate image is selected from your email or upload a separate image to display. For Gmail, the sender name and email title are automatically pulled from the “set-up” section of the campaign. It is also possible to enter a title and description to accompany the image for Twitter and Facebook social cards.
Have fun creating engaging, creative social cards to accompany your emails! As visual inboxes grow in popularity, we expect additional ESPs to roll out these features, making it easy to create the optimal social card.