For the past 12 months, Google has been making a lot of interesting changes that are really shaking up the email space. The latest is the redesign of the Promotions tab to look like a … let’s face it: it’s a Pinterest wall. While this is a move to provide a more visually appealing experience for the end user, is the email channel ready for a change of this magnitude? How will it affect all the email-heavy brand marketers whose emails end up in the Promotions tab?
Last 12 months of changes:
Before we jump into evaluating the current change, let’s do a quick recap of what Gmail has done since last July.
July 2013: Gmail launches Google Tabs. The effect? Email experience on a desktop or Gmail mobile app went from all emails displaying in one window to multiple tabs. The Promotions tab is where most of the emails from brands came to live. The result - brands saw a decline in the click-through and open rates
December 2013: Image pre-rendering. The effect? All images displayed in your messages automatically. Instead of serving images directly from their original external host servers, Gmail now serves all images through Google’s own secure proxy servers. The... Read more