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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
•...
The Pro’s & Con’s of Gmail Tabs
•

•

• Customer is in a
shopping mind-set
• View and click activity is
pre-qualified
• Me...
Subject Line:
Friends-With-Benefits

Brands Respond
• Dedicated messaging with
summary instructions
• Brings fun tone and ...
Brands Respond
Subject Line:
Don't miss a single message.

• Dedicated messaging
with paragraph-style
“how-to”
• Subject l...
Subject Line:
Keeping Tabs on Our Best Guests

Brands Respond
• Dedicated message with step-by-step
instructions
• Focused...
Subject Line:
Gmail users: Never miss an offer from Gap!

Brands Respond
• Reference Gmail in subject line
• Dedicated mes...
Brands Respond
• Dedicated message with
step-by-step instructions
• Includes a pre-header that
reads “drag and drop me in
...
Consumers Respond
Report that Tabs have NOT impacted
the way they engage with Brand email

Percent of Consumers claiming t...
What’s the Impact?

•
•
•

According to Return Path: Gmail Tabs Analysis report “Gmail Tabs Don’t Stop Shoppers”
Highly en...
What’s the Impact?
Decrease in Open Activity

CTO activity changes vary dramatically

Fluctuations in
been

have
impacted
What To-Do Next
• Monitor key engagement
metrics for Gmail
subscribers
• Include dynamic language
for @gmail.com in
header...
Questions?
THANK YOU.
LCMC: Gmail tabbed inbox
LCMC: Gmail tabbed inbox
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LCMC: Gmail tabbed inbox

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Transcript of "LCMC: Gmail tabbed inbox "

  1. 1. Gmail’s Tabbed Inbox. What’s the Impact? Kara Trivunovic, VP Strategic Services
  2. 2. Consumers Taking to Facebook
  3. 3. 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
  4. 4. 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
  5. 5. Subject Line: Friends-With-Benefits Brands Respond • Dedicated messaging with summary instructions • Brings fun tone and context that aligns with brand voice
  6. 6. Brands Respond Subject Line: Don't miss a single message. • Dedicated messaging with paragraph-style “how-to” • Subject line is clear for the recipient
  7. 7. Subject Line: Keeping Tabs on Our Best Guests Brands Respond • Dedicated message with step-by-step instructions • Focused on “best guests” • Includes an offer
  8. 8. Subject Line: Gmail users: Never miss an offer from Gap! Brands Respond • Reference Gmail in subject line • Dedicated message with step-by-step instructions • Includes an offer
  9. 9. 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
  10. 10. Consumers Respond 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: 20% 15% 19% 46% Multi Times Daily Once per Week Less than Once per Week Less than Weekly
  11. 11. 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
  12. 12. What’s the Impact? Decrease in Open Activity CTO activity changes vary dramatically Fluctuations in been have impacted
  13. 13. 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
  14. 14. Questions? THANK YOU.
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